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• According to Freud’s theory, much of our behavior is motivated by the

unconscious, a part of the personality that contains the memories,
knowledge, beliefs, feelings, urges, drives, and instincts of which the
individual is not aware.
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• Jung suggested that we have a universal collective unconscious
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• Jung went on to propose that the collective unconscious contains

archetypes
• Archetypes: universal symbolic representations of a particular person,
object, or experience (such as good and evil).
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• The essence of the theory is that much seemingly random variation in

the behavior is actually quite orderly and consistent, being due to
basic differences in the ways individuals prefer to use their perception
and judgment.
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