"Sigmund Freud, the father of psychology, became famous with its psychoanalytic theory of personality. The Freudian theory is the first comprehensive theory that was proposed on the subject of personality. He described several components that underlie how personality emanates, thus leading to a better understanding of the subject. In fact the theory is regarded as the cornerstone of modern psychology. Sigmund based his theory on certain assumptions: - unconscious needs or drives lie at the heart of human motivation and personality. - the socialization process that takes place within people in a social set up has a huge impact on individual behavior. Freud explained much of how the psyche or the mind operates, and proposed that the human psyche is composed of parts within our awareness and beyond our awareness. He said that all behavior within an individual cannot be explained, much lies in the sub-conscious. Freud viewed personality as “an iceberg”; just as majority of the iceberg remains within water and only the tip of the iceberg is above water, similarly, much of our personality exists below our level of awareness, as the unconscious and just as a part of it lies above, as the conscious. Even though an individual is not aware of the contents and processes of the unconscious, much of our behavior is attributed to it. Based on the level of awareness, the human mind comprises three parts, viz., conscious, preconscious and the unconscious or the sub-conscious; The conscious mind is what one is aware of at any particular moment of time and reflects ones present thoughts, feelings, perceptions, fantasies, etc; it restricts itself to the current thinking processes and comprises a very large part of our current awareness. The preconscious mind or the ""available memory,"" is what can be retrieved and made conscious, and brought to mind instantly or quickly; it is what we are aware of but not paying attention to at a point of time; it is something that can be brought into the conscious mind. The larger part of the human mind consists of the unconscious, which is all that stays at the subconscious level, and comprises the unaware, better known as our drives or instincts, feelings and memories and emotions related to trauma; this part in content and process is out of direct reach of the conscious mind, and thinks independently; an individual has no access to because it is unknown and hidden. This unconscious part is the source of all our drives and motives; yet we are often deny or refuse to accept and often resist them from becoming conscious. According to Freud, much of human behavior is driven directly from the subconscious mind; and so it is important that the unconscious material needs to be brought into the conscious state so that it can be examined in a rational manner. Source: http://in.docsity.com/en-docs/Consumer_Needs_and_Involvment_-_Consumer_Behavior_-_Solved_Quiz_"
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