Management and Organizational Studies 1021A/B Lecture Notes - Pillsbury Doughboy, Harry Stack Sullivan, Ernest Dichter

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Mark Cleveland

Document Summary

Personality: person s unique psychological makeup and how it influences the way he or she responds to the environment. People act different in diff situations, hard to predict behavior. Behavior stems from conflict between gratification and responsibility. Operates according to the pleasure principle: maximize pleasure avoid pain. Balances those 2 forces based on reality principle: finds ways to gratify the id that are acceptable to the outside world. Freudian slip: say one thing mean to say something else (one is usually sexual) His ideas unlock deeper product and ad meanings. Symbolism in products to compromise is and superego. Sport car is substitute for sexual gratification for men. Some of freud s theories criticized as pseudo-scientific sexist. Motivational research: largely based psychoanalytical interpretations (freudian) interpretations, with a heavy emphasis on unconscious motives. Uses few consumers, probes deeply into each person s purchase motivations. Researchers feel it lacks validity because it is very bias and subjective.