Final - Lecture 8 Flashcards
(23 cards)
Psychoanalytic Psychology
derived from Freudian and Jungian psychology
- humans are driven by largely unconscious and instinctual motives (sex, power, and fear)
3 components of personality
ID: pleasure principle, basic instinctual drives or motives –> dominates behavior
Super-Ego: parent, social conscious
Ego: balance/rationality
ego defensive explanation
utilized to give into ID (buying a mercedes for their reliability when really its for girls)
personality development
oral (breastfeeding) anal (potty-training) phallic (emerging awareness of the genitals) latent (dormancy of sexual desires) genital (maturing sexual adaptation)
oral
- dominated by the ID
- pleasure seeking
- overly dependent/passive
- pre-disposed toward greed or a sense of envy
- not good at self-control
- overly optimistic/gullible
anal
- dominated by the superego
- control freak, rebel against authority
- hoard for security
- orderliness, cleanliness, meticulousness, stinginess, stubbornness
- OCD
phallic
- sense of privilege / bad at criticism
- strong sexual focus
- self-assured
- narcissism, vanity
- domination, overbearing
- ambitious or competitive
- lack of empathy
- reckless or brash
- concerned with physical attractiveness and sexual conquest
latent
sublimination: tendency to repress their sexual or social needs to focus on work, school, hobbies
- overly puritanical or judgmental
- well developed friendships with the same sex
genital
well adjusted, minimal neuroses
- engage in positive, reciprocal relationships
- good balance between work and relationships
iceberg metaphor
conscious
PRE-conscious (EGO)
UNCONSCIOUS (ID and SUPEREGO)
dreams
unconscious thoughts and imagery which show the subconscious during sleep
hypnosis?
defense mechanisms
oping technique to reduce anxiety of embarrassment, shame, guilt, or regret (unconsciously) distort or deny reality in an effort to preserve the ego or self-image
fantasy
escape from problems by entering an imaginary world
projection
people cast-off their weaknesses onto others
allows people to consciously deny his thoughts while unconsciously allowing a more desirable self-image
EX: overly concerned about her appearance may deny those feelings but mock other women for being vain, CAT OWNERS
rationalization
behaviors which appear as impractical are made to appear rational
regression
reshaping the ego into an earlier stage of development so that one can address problems with childish solutions, rather than confronting them as an adult
repression
bottle up unacceptable impulses by pushing those feelings out of conscious thought and into the unconscious
sublimination
latent personality, consciously transform unproductive impulses into socially acceptable productive behaviors
EX: sexual compulsion may be transformed into artistic endeavors
projective techniques
used to catch subjects off-guard
- free association
- rorschach ink blot tests
- sentence completion
- story construction and 3rd person techniques
- TAT and picture interpretation, theme development, and character development
goals of market research
replace guesswork regarding consumer behavior with “facts” obtained from surveys
identify laws of the human mind that drove consumers to purchase specific products
motivation research
foundation for psychoanalytic theory and looked for unconscious motives for consumer behavior (ERNEST DICHTER)
depth interview
two or three our interviews with consumers in order to gain clues regarding underlying motivations
shadow box
hands placed inside a box to feel a product in order to obtain non visual reactions
