MKT 400 Chapter 6: Chapter 6 Notes

• School: Ryerson University
• Department: Marketing
• Course: MKT 400
• Professor: Ida Berger

Document Summary

Refers to a person s 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 person s choice of activities, political outlook, aesthetic tastes, and other factors to segment consumers in terms of lifestyles. 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 consequences. superego: counterweight to id, it is essentially the persons conscious, it internalizes society s rules especially those communicated to use by our parents. Basically works to prevent the id from seeking selfish gratification.