MKTG2501 Lecture Notes - Lecture 8: Trait Theory, Collective Unconscious, Analytical Psychology

• School: UQ
• Department: Marketing
• Course: MKTG2501
• Professor: Josephine Previte

Document Summary

Lecture 8: personality motivation & consumer involvement (part 1) Personality is an important consumer characteristic which influences product choice, responses to marketing stimuli and brand relationships. Consumers behave in one of two ways: psychodynamic approach determined by genetics, developmental approach learned over time. Nurture how the world influences those aspects. Persona the masks people wear to reflect aspects of their personality. Pleasure principle: behaviour is guided by the primary desire to maximise pleasure and avoid pain. The id is selfish, illogical, and ignores consequences: superego: internalises society"s rules and works to prevent the id from seeking selfish gratification. Internalises society"s rules and works to prevent the id from seeking selfish gratification: ego: the system that mediates between the id and the superego. Reality principle: ego gratifies the id in such a way that the outside world will find acceptable. Much of the battle between the id and the superego occurs in the unconscious mind.