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Chapter 6

Chapter 6 Notes

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Ryerson University
MKT 400
Ida Berger

Chapter 6 Personality and Lifestyles Personality refers to a persons unique psychological makeup and how it consistently influences the way he or she responds to the environment studies have found that people tend not to behave consistently across different situations and they do not seem to exhibit stable personalities aspects of personality continue to be included in marketing strategies these dimensions are usually employed in concert with a persons choice of activities political outlook aesthetic tastes and other factors to segment consumers in terms of lifestyles Sigmund Freud developed the idea that much of human behaviour stems from a fundamental conflict between a peoples desires to hisher physical needs and they necessity to function y This struggle is carried out in the mind among 3 systems does not refer to the physical part of the brain Id entirely oriented toward immediate gratification operates according to the pleasure principle which is behaviour is guided by a primary desire to a maximum pleasure and to avoid pain Id is selfish directs energy towards a pleasurable act without caring for any consequencesSuperego counterweight to Id it is essentially the persons conscious it internalizes societys rules especially those communicated to use by our parents Basically works to prevent the Id from seekingselfish gratificationEgo system that mediates between the Id and superegoBasically is a referee in the fight between temptation and virtue Ego tries to balance these too opposing force y Freuds ideas have also been adapted by consumer researcher
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