ego

Definition:
One of the three dimensions of an individual's psyche distinguished by Sigmund FREUD - the others being the ID and the super ego. According to Freud, the ego is the individual's conscious planning centre through which he seeks to find outlets for the instinctual urges and drives which reside in the id while the super ego seeks to control the ego by directing these instinctive drives into socially acceptable behaviour. In marketing, the concepts are of importance as an explanation of buying behaviour and are central to the practice of MOTIVATION RESEARCH.

Cross-References:
[motivation research] [id] [Freud, Sigmund]

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