Management and Organizational Studies 3321F/G Chapter Notes - Chapter 6: Brand Equity, Canadian Blood Services, Harry Stack Sullivan

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3321F/G
• Professor: Tara Lee

Document Summary

Chapter 6 - personality: personality: a person"s unique psychological makeup and how it consistently influences the way he or she responds to the environment. People tend to not behave consistently across different situations & do not seem to exhibit stable personalities. We now realize a persons characteristic are but one part of the puzzle and that situational factors often play a large role in determining behavior. Id: the component of the self entirely oriented toward immediate gratification. People are guided by the primary desire to maximize pleasure and avoid pain. Internalizes society"s rules and works to prevent the id from seeking selfish gratification. Ego: the system that mediates between the id and the superego: tries to balance the ego and superego according to the reality principles. Unconscious motives: consumers cannot necessarily tell us their true motivations for choosing a product, even if we can devise a sensitive way to ask them directly.