ADM 3321 Chapter Notes - Chapter 6: Harry Stack Sullivan, Ernest Dichter, Brand Equity
23 Feb 2016
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Document Summary
The concept of personality refers to a person"s unique psychological makeup and how it consistently influences the way he or she responds to the environment. Some researchers feel that people do not exhibit a consistent personality across different situations; they argue that this is merely a convenient way to think about other people. 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 gratify his or her physical needs add the necessity to function as a responsible member of society. This struggle is carried out in the mind among three symbolic self. The id is the component of the self entirely oriented toward immediate gratification. It operates according to the pleasure principle: behaviour is guided by the primary desire to maximize pleasure and avoid pain. It directs a person"s psychic energy toward pleasurable acts without regard for any possible consequences.
