Chapter 6 Personality, LifestyleS, and the Self-Concept
Psychoanalytic Approach to Personality
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- Psychoanalytic Approach and Motivation Research
Psychoanalytic Approach to PersonalityThe psychoanalytic approach is applicable to both motivation and personality inquiry. Also known as Freud’s approach, this approach states that human behavior is influenced by an inner struggle between various systems within the personality. The psychoanalytic approach consists of three main components: 1. Id Focuses on pleasure-seeking and immediate gratification. The id operates on a pleasure principle that motivates a person to focus on obtaining maximum pleasure and minimizing pain. 2. Superego Works against the id by motivating behavior that matches societal norms and expectations. It can be conceptualized as being similar to a consumer’s conscience. 3. Ego Attempts to balance the desires of the id with the constraints of and expectations found in the superego.
Psychoanalytic Approach and Motivation ResearchIn the early days of consumer research, researchers applied psychoanalytic tools to try and identify explanations for behavior—the motivational research era. In general, however, the motivational research era proved disappointing in developing compelling, practical consumer behavior theories or guidelines for marketing actions. Depth interviews help researchers to explore deep-seated motivations through probing questions. Focus groups asked questions of groups of people instead of individually.
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