Explain the Freudian system of personality as it might apply to the behavior of a consumer

What will be an ideal response?

Sigmund Freud developed the idea that much of one's adult personality stems from a fundamental conflict between a person's desire to gratify his or her physical needs and the necessity to function as a responsible member of society. This struggle is carried out in the mind among three systems. The id is entirely oriented toward immediate gratification—it is the "party animal" of the mind. It operates according to the pleasure principle. It tries to maximize pleasure and minimize pain. The superego is the counterweight to the id. This system is essentially the person's conscience. It internalizes society's rules and works to prevent the id from seeking selfish gratification. The id would like another drink, but the superego reminds the customer that one must drive home safely. Finally, the ego is the system that mediates between the id and the superego. It is the referee in the fight between temptation and virtue. The ego tries to balance the opposing forces according to the reality principle. The ego attempts to find a way for another drink and still find a way to get home safely.