BUSI 4206 Chapter Notes - Chapter 6: Ernest Dichter, Generic Brand, Karen Horney
26 May 2015
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Document Summary
Refers to a person"s unique psychological makeup and how it consistently influences the way he or she responds to the environment. Research has shown that personality is not necessarily stable across all situation (some aspects are stable though) Although certainly not all psychologists have abandoned the idea of personality, many now recognize that a person"s underlying characteristics are but one part of the puzzle and that situational factors often play a large role in determining behaviour. Sigmund freud developed the idea that much of human behaviour stems from a fundamental conflict between a person"s desire to gatfiy his or her physical needs and the necessity to function as a responsible member of society. This struggle is carried out in mind among 3 symbolic self systems: the id. Operates according to the pleasure principle: behaviour is guided by the primary desire to maximize. Entirely oriented toward immediate gratification the party animal of the mind pleasure and avoid pain.
