MKT 400 Study Guide - Midterm Guide: Web 2.0, Guerrilla Marketing, Škoda Auto
31 Jan 2013
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Week 2: demographics and lifestyles chapter 6, 14. Personality: refers to a person s unique psychological makeup and how it consistently influences the way he or she responds to the environment. Freud developed the idea that much of human behaviour stems from a fundamental conflict between a person s desire to gratify his or her physical needs and the necessity to function as a responsible member of society. Freudian systems: id: part of mind that is entirely oriented toward immediate gratification ( party animal of the mind) Internalizes society s rules and works to prevent the id from seeking selfish gratification: ego: the system that mediates between the id and superego. Tries to fight opposing sides according to the reality principle. Motivational research: approach largely based on psychoanalytic interpretations, with a heavy emphasis on unconscious motives: basic assumption is that socially unacceptable needs are channeled into acceptable outlets.
