Theories of Personality

Consumer Behaviour

Meanings of Personality
Consistent responses to environment
stimuli
Individuals characteristic response
tendencies across similar situations

Sigmund Freud
Sigmund Freud constructed his theory of
personality from a handful of case studies
Psychoanalytic Perspective
Dream Analysis Manifest & Latent

Personality Theory According to Freud

Freuds psychoanalytic perspective proposed that childhood sexuality and

unconscious motivations influence personality.
Freud called his theory and associated techniques psychoanalysis.
Unconsious-large below the surface area which contains thoughts,
wishes, feelings and memories, of which we are unaware.
Free association-the patient is asked to relax and say whatever comes to
mind, no matter how embarrassing or trivial.

Personality Structure according to Freud

ID-a reservoir of unconscious psychic energy constantly striving to satisfy
basic drives to survive, reproduce, and aggress.
The id operates on the pleasure principle: If not constrained by
reality, it seeks immediate gratification.
Ego-the largely conscious, executive part of personality that, according to
Freud, mediates the demands of the id, superego, and reality.
The ego operates on the reality principle, satisfying the ids desires
in ways that will realistically bring pleasure rather than pain.
Superego-represents internalized ideals and provides standards for
judgment (the conscious) and for future aspirations.

Personality Structure according to Freud

.

Id Ego- Super Ego

Anxiety
Realistic Anxiety
Neurotic Anxiety
Moral Anxiety
Development of Phobias

DEFENSE MECHANISM
Tactics that reduce or redirect anxiety in various ways,
but always by distorting reality

Repression - banishes anxiety-arousing thoughts and feelings from

consciousness
Regression- retreating to an earlier, more infantile stage of development
Projection- Attributing ones own unacceptable threatening impulses to
others
Introjection - take into themselves the characteristics of another usually
more powerful individual
Intellectualization- Reacting in an analytical way devoid of emotion
Rationalisation - offers self-justifying explanations in place of the real,
more threatening, unconscious reasons for ones actions
Reaction Formation- the ego unconsciously makes unacceptable
impulses look like their opposites
Sublimation feelings are channeled into a socialy acceptable responsecreativity
Displacement- shifts sexual or aggressive impulses toward a more
acceptable or less threatening object or person, as when redirecting anger
toward a safer outlet

Important Psychosexual Stage Theory Vocabulary

Oedipus complex-a boys sexual desires toward his mother and
feelings of jealousy and hatred for the rival father
(Electra Complex for Girls)

Identification-the process by which, children incorporate their

parents values into their developing superegos

Fixation-a persistent focus of pleasure-seeking energies at an

earlier psychosexual stage, where conflicts were unresolved.

5 Psychosexual Stages

Freuds Psychosexual Stages

STAGE

FOCUS

Oral

(0-18 months)

Pleasure centers on the mouth-sucking,

chewing, biting

Anal

(18-36 months)

Pleasure focuses on bowel and bladder

elimination; coping with demands for control

Phallic

(3-6 years)

Pleasure zone is the genitals; coping with

incestuous sexual feelings

Latency

(6 to puberty)

Genital

(puberty on)

Dormant sexual feeling

Maturation of sexual interest

Karen Horney
Neo Freudian Analysis

Theory of Personality
Critique of Freud
Oedipus complex not universal
Primary needs of child
Safety and Satisfaction
Parents Mistreatment basic evil

Neurotic Needs

1. The Neurotic Need for Affection and

Approval

6. The Neurotic Need for Prestige

7. The Neurotic Need for Personal

Admiration

8. The Neurotic Need for Personal

Achievement

9. The Neurotic Need for SelfSufficiency and Independence

10. The Neurotic Need for Perfection

and Unassailability

2. The Neurotic Need for a Partner

Who Will Take Over Ones Life

3. The Neurotic Need to Restrict Ones

Life Within Narrow Borders

4. The Neurotic Need for Power

5. The Neurotic Need to Exploit Others

Basic Life Strategies

Moving towards People
Moving against People
Moving away from People
Gender Roles