MARK 305 Lecture Notes - Lecture 6: Carl Jung, Trait Theory, Mother Goddess

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Personality: persons unique psychological makeup and how it consistently influences the way he or she responds to the environment. Id: component of self oriented toward immediate gratification. Pleasure principle: behavior guided by primary desire to maximize pleasure and avoid pain. Superego: counterweights the id, it is the persons conscience that internalizes society"s rules and works to prevent id from seeking selfish gratification. Ego: system that mediates between id and superego. Like a refer in the fight between temptation and virtue. Unconscious motives: freud"s ideas highlight the potential importance of this. Motivational research: based on psychoanalytic interpretations, with a heavy emphasis on unconscious motives. Basic assumption is that socially unacceptable needs are channeled into acceptable outlets. Motivational research relies on in depth interviews with individuals. Uses few consumers but probes deeply into purchase motivations. This technique was made by ernest dichter, a psychoanalyst. Many of his ideas have been incorporated into marketing campaigns. Motivational research attacked for 2 quite opposite reasons.

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