Superego
Superego
The superego is the third structure hypothesized by Freud. It was the most modern structure that operates on the morality principle and functioned consciously. Superego is the moral part of the mind, and it usually strives for perfection, even though the perfection is far from reality. This stage usually develops when they are at childhood (around five years old) where they start to learn moral values that are transmitted largely through identification with parents or social. According to Freud, this superego provides guidelines on moral judgements.
Superego divided into two sections which is ego ideal and conscience. Ego ideal includes rules and standards for good behaviour. These good behaviours are approved by the parents or society. It results the feeling of pride, accomplishment if they obey the rules. Conscience is the vice versa. It is the bad behaviours that the parents and the society think. If anyone did this, they will face punishments or consequences.
Freud's notion of the superego can be applied in modern marketing theories, such as the quick choice model. Quick choice model includes idea, evaluation filter, action and suppression of idea. Under this model, consumers respond to the constant flow of ideas by making use of a mechanism like Freud's concept of the superego. Human has a lot of ideas then they will evaluate each of idea then decide to take action or suppress the idea. That is, the flow of ideas is filtered by a consumer's notion of right or wrong.
The superego is the third structure hypothesized by Freud. It was the most modern structure that operates on the morality principle and functioned consciously. Superego is the moral part of the mind, and it usually strives for perfection, even though the perfection is far from reality. This stage usually develops when they are at childhood (around five years old) where they start to learn moral values that are transmitted largely through identification with parents or social. According to Freud, this superego provides guidelines on moral judgements.
Superego divided into two sections which is ego ideal and conscience. Ego ideal includes rules and standards for good behaviour. These good behaviours are approved by the parents or society. It results the feeling of pride, accomplishment if they obey the rules. Conscience is the vice versa. It is the bad behaviours that the parents and the society think. If anyone did this, they will face punishments or consequences.
Freud's notion of the superego can be applied in modern marketing theories, such as the quick choice model. Quick choice model includes idea, evaluation filter, action and suppression of idea. Under this model, consumers respond to the constant flow of ideas by making use of a mechanism like Freud's concept of the superego. Human has a lot of ideas then they will evaluate each of idea then decide to take action or suppress the idea. That is, the flow of ideas is filtered by a consumer's notion of right or wrong.