February 23, 2014
Sigmund Freud was born on May 6, 1856 into a Jewish family in the Czech town of Příbor, in German called Freiberg and part of Austria-Hungary. In 1873, Sigmund Freud entered the University of Vienna and decided to study physiology and psychology. Sigmund Freud was a multifaceted person, showing interest in literature, history, philosophy and sociology. While treating the mentally ill, Sigmund Freud carefully explored the secrets of the human psyche, trying to understand the formation of personality.
The scientist formulated such concepts as "unconscious", "It" and "Super-I", which were not used in psychiatry before him. Thus, Sigmund Freud laid the foundations of psychoanalysis.
Until 1920, Sigmund Freud assumed that the human psyche includes the unconscious and consciousness. At the same time, he believed that the unconscious is in the first place, and only then - consciousness. That is, the unconscious is a "spacious front room", in comparison with which the consciousness turns out to be a small "back room".
The unconscious is, first of all, sexual instincts, which are part of the biological system of the body. They always make a person worry and therefore need to be relieved, to relieve tension. From the point of view of functionality, the unconscious is filled with active feelings and emotions, and consciousness remains only a "guard" that restrains their activity.
Thus, the individual, adapting to life, listens to consciousness only in part. It only suppresses and displaces the instincts that have arisen into the unconscious.
In the years 1920-26, Sigmund Freud radically changed his theory. This time he singled out three elements in the mental structure - "I" (Ego), "It" (Id) and "Super-I" (Super-Ego). There are complex relationships between them in terms of dynamics, energy and, accordingly, structure.
The most ancient of them is "It", containing everything hereditary, innate - first of all, instincts. It arises in the human body itself, and it is here that its first psychic expression. "It" is the equivalent of the "unconscious" in the early classification, the basis from which a person's personality is built. Sigmund Freud identified three main groups of motives that are made up of basic human needs: They are the main elements of "It".
"I" - an element of the psyche that performs the function of control, which is an intermediary between a person and the outside world, protecting from adverse influences. The main purpose of the "I" is to control the instincts. According to Sigmund Freud, the "I" strives for pleasure and tries to avoid the state of displeasure. The foreseen and expected increase in the level of displeasure is accompanied by a state of anxiety.
"Super-I" is a specific element, a kind of "sediment" along the perimeter of the Ego. He follows parental influence, but at the same time is influenced by the social environment (family, school, society). For example, a child as a "mirror of his parents" perceives social ideals, the values and norms of morality determined by them. Thus the "Superego" constitutes "a third force which the "I" cannot ignore." That is why the "Super-I" differs from the "I" and may even contradict it.
(Freud, "Das Ich und Das Es", 1956, 2008):
According to Sigmund Freud's theory of motivation, human motivation is influenced by two conflicting groups of factors, and therefore human behavior is always contradictory.
The first group of factors:
- Ego (I) - conscious person;
- It is the unconscious of man.
- Drives - incentives, urges;
- Taboo - a ban on the direct expression of drives.
So, Sigmund Freud believed that a person is a very complex mechanism of psychology, which is driven by the unconscious.
It was from the theory of motivation of Sigmund Freud that all other theories of motivation went.
most main feature Sigmund Freud's theory of motivation is a complete denial of the motives of kindness, virtue, love and mercy, considering them as a manifestation of internal subconscious egoism.
Thus, Sigmund Freud, as well as Karl Hull, took psychology out of the framework of Christian ethics, making it a single complex science. Their theories are fully scientific theories human motivation.
There are many critics of Sigmund Freud's theory. First of all, it is criticized that he paid too much attention to various drives, libido, and, of course, his attitude to religion, motives of kindness, mercy and other motives was also criticized.
To the question Which side of the psyche determines human behavior according to Z. Freud, asked by the author Caucasoid the best answer is let's assume that Freud was the greatest humorist of all time. And his books are published on a par with Dontsova and Marinina. You can buy at any stall.
Answer from say goodbye[guru]
Ego 🙂 it is looking for a compromise between Id and Super-Ego!
Answer from Lerich[guru]
Dark....
Answer from snow snake[guru]
Human behavior must be explained by the unconscious mental processes but unconscious. Freud believed that in the same person there are several independent mental groups. Some groupings are controlled by consciousness, and others by the unconscious. A psychic element, such as a representation, is usually not permanently conscious. What is conscious at the moment, in the next moment passes into the unconscious sphere, but with a slight effort of the will it can again be returned back. What does it mean to make something conscious? It is to be able to translate a certain image, feeling or idea into a verbal shell. Freud gave the name "I" to consciousness, "It" to the unconscious. But there is also a "Super-I". This is how, from Freud's point of view, the structure of the human psyche looks like.
Over I (spirit) is conscience, guilt, religious and social feeling, respect for the father, teacher.
I (consciousness) - mind, prudence. Dominates movement. "I" displaces images and ideas in the unconscious and resists their return to consciousness.
It (unconscious) - it is dominated by passions, drives and pleasures.
How do they get along shared kitchen I, Super-I and It "I" is trying to suppress the principle of pleasure "It". At night he goes to sleep, but manages the censorship of dreams. "Super-I" was formed as a result of the Oedipus complex. In mythology, in order to marry his mother, Oedipus kills his father. Freud finds this act quite natural. Moreover, he believes that every man unconsciously has a hatred for his father and a hidden sexual love for his mother. Why? Because man originally lived in a primitive group dominated by a cruel and jealous father, who saved all the females for himself and drove out the growing sons. One fine day, the brothers killed and ate their father. But they all understood that each of them could suffer the same fate, so two taboos arose - the prohibition of murder within the clan and the prohibition of family ties. The desire to break these taboos and the need to observe them forms the "Oedipus complex" - the unconscious desire to get rid of the father and marry the mother. Like a child forced to obey his parents, consciousness ("I"), on the one hand, obeys the categorical imperative of the spirit ("Over I"), and on the other hand, tries to master the "It", which is dominated by two types of drives - sexual and death drive. The sexual includes the actual sexual desire, its sublimations and the instinct of self-preservation. The drive to death is the desire to return all living things to a lifeless state. From this follows the instinct of destruction, the desire for conflicts, wars. Proceeding from these two inclinations, a person is dual, ambivalent in everything. After all, it is not for nothing that love borders on hatred, creation on destruction, and genius on villainy.
Theory of Sigmund Freud
The theory of the Austrian psychologist Sigmund Freud is based on the fact that the psychological structure of personality consists of three components:
1) the subconscious "Id" (It) - the area of two instincts: life and death;
2) conscious "Ego" (I) - the area of one's own understanding of the face;
3) "Super-ego" (Super-I) - the area of socio-cultural norms.
Consciousness "Ego", based on its own understanding of the problem, filters the impulses of the "Id", takes into account the requirements of the "Super-ego" and chooses a model of behavior. However, this is only one, ideal, systemic decision-making option based on the coordination of the "points of view" of all three components of the personality. Other uncoordinated decision-making options are possible:
The first is behavior only under the influence of the "Id", the unconscious dominates the conscious and sociocultural;
The second is behavior only under the influence of the "Ego", the conscious dominates the subconscious and socio-cultural;
The third is behavior only under the influence of the "super-ego", the socio-cultural dominates over the subconscious and conscious.
Sigmund Freud considered the basis of the motivation of people's behavior in the desire to satisfy the basic instincts: "libido" - the instinct of life, which encourages self-preservation and reproduction, and the instinct of death - the will to destruction, annihilation. People in the process of life are mostly unaware of the real psychological factors that shape their behavior. While a person is growing, he receives prohibitions on many desires that do not completely disappear, but “accumulate” in the subconscious. Such desires can manifest themselves in dreams and become a motive during a decrease in the emotional and psychological control of consciousness over behavior.
The scientific developments of Sigmund Freud have become a weighty foundation in marketing theory, as they prove the importance of subconscious motives and sociocultural norms in the choice of purchases. Practical value theory is that consumers may not be aware of their true motivation when choosing products. The Freudian view is also scientific justification the need to provide products with the role of symbols that will allow the "Ego" to find a compromise between the requirements of the subconscious and the requirements of the "Super-Ego". A person channels his unacceptable desire into acceptable channels with the help of goods that provide these basic desires.
The concept of Sigmund Freud in terms of the need to identify a product with a symbol of the beginning of the emergence of semiotics - the science of the meaning of signs and symbols for the consumer. Traditional semiotic analysis includes the analysis of the object - the product, the sign - the image of the product, the consumer-interpreter - the interpretation of the sign (Fig. 7.1).
The effective introduction of a product to the market requires preliminary testing for the perception of its consumers. Such testing involves the analysis of the conformity of the audiovisual perception of the brand name with the caused associations and the objective properties of the product. Synchronization of the effects of sound, image, interpretation of the sign to form the necessary image of the product is called symptism.
Rice. 7.1. in
The American psychologist William McDougall made a significant contribution to the development of the theory of instincts and distinguished the following instincts: invention, construction, curiosity, flight, herding, pugnacity, reproductive (parental), disgust, self-humiliation, self-affirmation.
A whole galaxy of theories of motivation has been created in humanistic psychology: A. Maslow, G. Murray, G. Allport, K. Rogers.
Theory of Abraham Maslow
The most famous classification of the motives of human needs is associated with the name of the American psychologist Abraham Maslow, who tried to explain why in different time people are driven by different needs. He believed that needs could be ranked in five groups in order of hierarchical importance:
1) physiological needs;
2) security needs;
3) social needs;
4) esteem needs;
5) needs for self-realization.
The first two groups of needs are primary, the next three secondary needs are arranged in a hierarchical sequence in the form of a pyramid, at the base of which are primary needs, and the top is secondary (Fig. 7.2).
Actualization ("inclusion") of motives depends on the satisfaction of the needs of a lower level. The consumer strives to satisfy the most important needs first, when he succeeds, the satisfied need ceases to be motivating, and he seeks the next most important need. So, first the needs of the lower levels are satisfied, and then, as these needs are satisfied, the needs of the higher levels become the stimulating factor.
The practical significance of Abraham Maslow's theory for marketing lies in the ability to predict with a high degree of certainty the willingness of the consumer to pay money for the satisfaction of certain needs. At the same time, the same consumer can give priority to different needs for different situations at different stages of life. This is first. Secondly, higher-level needs affect the consumer even when his lower-level needs are not fully satisfied. For a marketer, this means that the consumer simultaneously has a wide range of needs at different levels. For example, you can limit the cost of satisfying physiological needs (housing), and direct the savings to satisfy the need for self-realization (training).
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The most significant drawback of the theory of Abraham Maslow, which experts unanimously noted, is that it does not take into account the individual characteristics of the face. Therefore, a number of modified theories have been proposed that have attempted to address this shortcoming. The most famous of these are the theories of Clayton Alderfer and David d. McClelland.
Freud believed that people are basically unaware of the real psychological forces that shape their behavior, that a person grows while suppressing many drives in himself. These cravings never completely disappear and are never completely controlled. They manifest themselves in dreams, slips of the tongue, neurotic behavior, obsessive-compulsive states and, finally, in psychosis, in which the human "ego" is unable to balance the powerful impulses of its own "id" with the oppression of the "super-ego".
Thus, a person is not fully aware of the origins of his own motivation. If Lena wants to buy an expensive camera, she may describe her motive as a desire to satisfy her hobby or career needs. If you look deeper, it may turn out that by buying such a camera she wants to impress others with her creativity. And if you look even deeper, she may be buying a camera to feel young and independent again.
When studying the camera, Lena will react not only to her operational properties but also to other minor irritants. The shape of the camera, its dimensions, weight, material from which it is made, color, case - all this evokes certain emotions. A camera that gives the impression of solidity and reliability can arouse in Lena a desire to be independent, which she will either cope with or try to avoid it. When designing a chamber, the manufacturer must be aware of the impact of its appearance and invoices for the excitation of the consumer's emotions, which are able to either facilitate or hinder the purchase.
Motivation researchers have made a number of interesting, and sometimes strange, conclusions about what can influence the consumer's mind when making certain purchases. So, they think that:
Consumers resist buying prunes because they are shriveled and look like old people.
Men smoke cigars as an adult alternative to thumb sucking. They like cigars with a strong smell that emphasizes their masculinity.
Women prefer vegetable fat to animal fats, which make them feel guilty about slaughtered animals.
A woman takes the process of baking cupcakes very seriously, because for her it is subconsciously associated with the process of childbirth. She doesn't like easy-to-use cake mixes because easy life evokes feelings of guilt.
Maslow's Theory of Motivation:
Abraham Maslow tried to explain why people are driven by different needs at different times. Why does one person spend a lot of time and energy on self-preservation, and another on gaining the respect of others? The scientist believes that human needs are arranged in order of hierarchical importance from the most to the least necessary. The hierarchy developed by Maslow is presented in fig. 4. According to the degree of importance, the needs are arranged in the following order: physiological needs, self-preservation needs, social needs, respect needs and self-affirmation needs. A person will strive to satisfy the most important needs first. As soon as he manages to satisfy some important need, it ceases to be a driving motive for a while. At the same time, there is an incentive to satisfy the next most important need.
Figure 4
Maslow's hierarchy of needs.
For example, a starving person is not interested in the events taking place in the art world, or how they look at him and to what extent others respect him, or whether he breathes clean air. But as the next most important need is satisfied, the next one comes to the fore.
What light sheds Maslow's theory to Lena Petrova's interest in purchasing a camera? One can guess that Lena has already satisfied her physiological needs, self-preservation needs and social needs that do not motivate her interest in cameras. And interest in the camera may stem either from a strong need for respect from others, or from a need for self-assertion. Lena wants to realize her creative potential and express herself through photography.
Marketing Abstract
on the topic
Theory of motivation by Z. Freud and A. Maslow
Completed by a student:
Khazova A. group 3 "I"
Yaroslavl 2010
Maslow ( Maslow) Abraham Harold(1908-1970) - American psychologist, specialist in the field of psychology of personality motivation. One of the founders of humanistic psychology. He was educated at the University of Wisconsin-Madison (B.A., 1930; M.A., 1931; Ph.D., 1934). professional activity began as a faculty member in the psychology department of Columbia Teachers College (1935-1937) and Brooklyn College (1937-1951). From 1951 to 1969 Maslow was a professor at Brandesai University. In 1967 - President of the American Psychological Association (APA). Has the "Humanist" award from the American Humanitarian Association (1967). Honorary doctor of a number of high fur boots. Founder of the magazine "Eupsychian Management".
Having begun his scientific career with studies of the social behavior of primates in the 1930s, already in the early 1940s. Maslow turned to the study of the highest essential manifestations of a person inherent in him alone - love, creativity, higher values, etc. The impetus for this was the type of so-called self-actualizing personalities empirically identified by Maslow, who most fully express human nature. Putting forward the demand for a holistic approach to man and the analysis of his specifically human properties as opposed to the biological reductionism and mechanism that reigned supreme in post-war American psychology, Maslow at the same time sees the source of these properties in the biological nature of man, accepting K. Goldstein’s view of development as the deployment of inherent in body of potency. Maslow speaks of the instinctoid nature of basic human needs, including the need postulated by him for self-actualization, the disclosure of the potentialities inherent in a person. He was the main inspirer and until his death one of the leaders of the movement of humanistic psychology, in many ways his face.
Maslow's theory of motivation.
A. Maslow's theory of motivation explains why people are driven by different needs at different times. It comes from a certain hierarchy of needs. A person, as it were, alternately satisfies the most important needs for him, which become the driving motive of his behavior.
In our example, the acquisition of a new fashionable suit means that the person has already satisfied the needs of the lower hierarchies (physiological, self-preservation, social). He is concerned about the need to achieve a certain status, a position in society, to have a certain symbol of involvement in it.
For marketing, it is important to find out how the consumer realizes what product he needs and why exactly it satisfies his needs. the best way. Only in this case can we count on the fact that such products will become a commodity. The proposed product should be, first of all, useful to the consumer, and only then the manufacturer himself should like it.
The experience of marketing activities shows that focusing on the usefulness of products requires a deep knowledge of the psychological, motivational factors that become decisive when buying goods.
Despite the fact that Maslow was a follower of Goldstein, his ideas, however, differ significantly from the first developments.
Goldstein in this direction, although they retain the general concept. Maslow began to explore self-actualization in a more formalized way, studying the lives, values, and attitudes of people who seemed to him the most mentally healthy and creative, those who seemed to him to be the highest degree self-actualized, i.e. reached a more optimal, efficient and healthy level of functioning than the average person. Maslow argues that it is more reasonable to generalize about human nature by studying the best representatives of it that one can find, rather than by cataloging the difficulties and mistakes of average and neurotic individuals. Maslow defines neurosis and psychological disability as "diseases of deprivation", that is, he believes that they are caused by the deprivation of the satisfaction of certain fundamental needs. Examples of fundamental needs are physiological needs such as hunger, thirst, or the need to sleep. Failure to satisfy these needs definitely leads, in the end, to a disease that can only be cured by their satisfaction. Fundamental needs are inherent in all individuals. The scope and manner of meeting them varies from society to society, but fundamental needs can never be completely ignored. To maintain health, certain psychological needs must also be met. Maslow lists the following fundamental needs: the need for security, security and stability; the need for love and a sense of belonging; the need for self-respect and the respect of others. In addition, each individual has growth needs, that is, the need to develop their inclinations and abilities, and the need for self-actualization. Thus Maslow, studying the best representatives of the human race, indirectly studied those individuals who have satisfied all of the above fundamental needs.
The following motives can be distinguished:
benefits - a person's desire to get rich, increase their property, spend money efficiently;
risk reduction - the need to feel confident and reliable, to have guarantees of maintaining stability;
recognition - the search for actions related to the formation of one's status, increasing prestige, image;
convenience - the desire to facilitate, simplify their actions, relationships with other people;
freedom - the need for independence, independence in all spheres of activity;
knowledge - constant focus on new discoveries, knowledge;
assistance, complicity - the desire to do something for your environment, loved ones, work partners;
self-realization - the need to achieve their own life goals, attitudes.
Maslow tried to explain why people are driven by different needs at different times. Why does one person spend a lot of time and energy on self-preservation, and another on gaining the respect of others? The scientist believes that human needs are arranged in order of hierarchical importance from the most to the least urgent.
Physiological needs;
Self-preservation needs;
Social needs;
Esteem needs;
The need for self-assertion.
A person will strive to satisfy the most important needs first. As soon as he manages to satisfy some important need, it ceases to be a driving motive for a while. At the same time, there is an incentive to satisfy the next most important need.
In 1943 an American psychologist Abraham Maslow in his classic work The Theory of Human Motivation in in general terms outlined a holistic theory of motivation, the purpose of which was to find out which motives and to what extent, depending on the degree of satisfaction of needs, are effective. Based mainly on his clinical experience, he believed that a person's motivating needs could be arranged in a hierarchical order. He believed that if the needs of a certain level are satisfied, they cease to play the role of motivating factors. To motivate a person to work, it is necessary to activate the next, higher level of needs. An important provision of the theory is that it is not the need itself that drives a person, but its dissatisfaction. So that history is driven by dissatisfied people (compare with Freud's theory). According to the theory, as soon as the needs of the lower order are satisfied, they cease to motivate a person. A hungry person will try to get food that is within reach. However, having eaten it, a person will not strive to get more and will need motivation for more high level needs.
Abraham Maslow developed the theory of motivation based on the pyramid of needs. Until the needs of the lower level are satisfied, the higher needs for a person are not relevant.
Sigmund Freud(Sigmund Freud) was born on May 6, 1856 in the small Austrian town of Freiberg, Moravia (on the territory of modern Czech Republic). He was the eldest of seven children in his family, although his father, a wool merchant, had two sons from a previous marriage and was already a grandfather by the time Sigmund was born. When Freud was four years old, his family moved to Vienna due to financial difficulties. Freud lived permanently in Vienna, and in 1938, a year before his death, he emigrated to England.
Freud's theory of motivation.
Freud singled out three components in the mental structure of the personality: the unconscious "id" (It) - the area of \u200b\u200bdrives, blind instincts; conscious "ego" (I) - perceiving information about the surrounding world and the state of the body, restraining impulses "id", regulating the actions of the individual; "super-ego" (Super-I)
- the area of social norms and moral attitudes. - Approx. Ed.
Freud believed that people are basically unaware of the real psychological forces that shape their behavior, that a person grows, while suppressing in himself
many attractions. These cravings never completely disappear and are never completely controlled. They manifest themselves in dreams, slips of the tongue, neurotic behavior, obsessive-compulsive states and, finally, in psychosis, in which the human "ego" is unable to balance the powerful impulses of its own "id" with the oppression of the "super-ego".
Thus, a person is not fully aware of the origins of his own motivation. If a consumer wants to buy an expensive camera, she may describe her motive as a desire to satisfy her hobby or career needs. If you look deeper, it may turn out that by buying such a camera she wants to impress others with her creative abilities. And if you look even deeper, she may be buying a camera to feel young and independent again. Motivation researchers have made a number of interesting, and sometimes strange, conclusions about what can influence the consumer's mind when making certain purchases.
So, they think that:
Consumers resist buying prunes because they are shriveled and look like old people.
Men smoke cigars as an adult alternative to thumb sucking. They like cigars with a strong smell that emphasizes their masculinity.
Women prefer vegetable fat to animal fats, which make them feel guilty about slaughtered animals. A woman takes the process of baking cupcakes very seriously, because for her it is subconsciously associated with the process of childbirth. She doesn't like easy-to-use cake mixes, as the easy life makes her feel guilty.