RMG 302 Lecture : Self/Personality
17 May 2011
School
Department
Course
Professor
Document Summary
Personality a person"s unique psychological makeup and how it influences how they respond to the environment. F reudian theory sigmund freud developed the idea that human behaviour stems from a fundamental conflict between a person"s desire to gratify their physical needs and the necessity to function as a member of society. The id is oriented toward immediate gratification (party animal/selfish & illogical) and operates according the pleasure principle behaviour is guided by the primary desire to maximize pleasure and avoid pain. The superego counteracts the id (the conscience) and prevents selfish gratification. The ego mediates between the id and superego. Motivational research - socially unacceptable needs are channeled into acceptable outlets. This uses in-depth interviews on few customers: cost efficiency, providing insights. Neo-freudian theories: karen horney people can be described as moving toward (complaint - namebrand), away (detached tea drinkers), or against others (aggressive strong masculine orientation), carl jung created analytical psychology.
