How do you like your vegemite?
Personality is derived from enduring patterns of individual behaviour that characterise a unique individual (Assael, Pope, Brennan &Vouges, 2007, p. 231). Hence, personality influences consumer behaviour. One of the most popular theories is Freud’s psychoanalytic theory which is unconscious nature of personality as a result of childhood conflicts which consists of ID, ego, super ego representing the most basic to complex behaviour (Assael et al., 2007, p. 231). The ID controls the individual’s most basic needs such as hunger and self preservation. Ego represents logical, self-preservative and problem solving. Super ego enforces its standards by stimulating the ego’s feelings of guilt or pride. Includes the ego ideal (standards of what is right) and the conscience (standards of what is wrong). There are different ways of using vegemite such as “streaker”, “crumpeter” and “red back”. And these ways on how to use vegemite represents individual’s personality. In relation to Freud’s psychoanalytic theory, theory does not always agree with practicality (Greenberg & Mitchell, 1983. P. 9-21). The main reason for this case is because vegemite creates its own personality and culture where individuals can choose how they want to use vegemite and don’t have to follow the rules of society in using vegemite (Greenberg & Mitchell, 1983. P. 9-21). In conclusion, Freud’s psychoanalytic theory will not completely work in practical terms as seen in this vegemite case. The main reason why vegemite has such a strong brand name is because of what represents of Australian icon which represents free will and freedom of choice. Hence, society does not define how people spread vegemite. Reference: Assael, Pope, Brennan &Vouges. (2007). Consumer Behaviour. 1st - Asia Pacific Ed, Australia: John Wiley & Sons. Greenberg, J, R, & Mitchell, S, A. (1983). Object Relations in Psychoanalytic Theory. Harvard University Press.
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