MKT 400 Study Guide - Geodemography, Karen Horney, Carl Jung

• School: Ryerson University
• Department: Marketing
• Course: MKT 400
• Professor: Melanie Dempsey

Document Summary

Personality: person"s unique psychological makeup and how it consistently influences the way he or she responds to the environment. Personality is recognized based on person"s underlying characteristics and that situational factors often play a large role in determining behaviour. Freud developed the idea that human behaviour stems from fundamental conflict between desire to gratify physical needs and necessity to function as a responsible member of society. Id: oriented toward immediate gratification it is the party animal of the mind. Pleasure principle: behaviour is guided by primary desire to maximize pleasure and avoid pain. Id is selfish and illogical without regard for any consequences: superego: system that internalizes society"s rules and that works to prevent the id from seeking selfish gratification, ego: system that mediates between the id and the superego. Motivational research: qualitative research approach, based on psychoanalytic (freudian) interpretations, which heavy emphasis on unconscious motives: relies on in-depth interviews to probe deeply into each person"s purchase motivations.