Group 4

Psychosocial Development
 Psychosocial
• Describes how a person's personality develops and how
social skills are learned from infancy through adulthood.

Psychosocial Theory
• Erikson proposed that personality development is
determined by the interaction of an internal maturational
plan and external societal demands.
• The life cycle is composed of eight stages and that the
order of the stages is BIOLOGICALLY FIXED.
• You can see that the name of each stage reflects the
challenges people face at a particular age.
• For example, the challenge for young adults is to become
involved in a loving relationship.
• Challenges are met through a combination of inner
Psychological Influences
&
Outer Social Influences
When challenges are met successfully, people are well
prepared to meet the challenge of the next stage.
 Psychological Influences
• The factors that influence the mindset of a consumer. The
key psychological influences on consumers are
motivation, lifestyle, point of view and beliefs, etc.
Psychological factors help marketers understand the
mindset of the consumer.

Outer Social Influences

• Changes in general societal preferences, needs, and
wants presents both threats and opportunities for a
business, as we live primarily in a consumer-driven
society.
 Psychodynamic Theory
• Psychodynamic theories suggest that development is
largely determined by how well people resolve conflicts
they encounter throughout life. Freud's theory that
personality is a product of childhood conflicts between
individual desires and society's expectations is the basis
for Erik Erikson's psychosocial theory, which is still widely
influential today.

Psychosocial Theory
• Erikson's psychosocial theory suggests that personality
development is determined by internal maturational
plans and external societal demands. It is composed of 8
stages, which are fixed in order, with each stage reflecting
the challenges faced by people at a particular age.
Challenges are met through internal and external
influences, and if successful, prepare people for the next
stage.
 Erikson’s Theory
• Ego psychologist Erik Erikson developed a theory of psychosocial
development.
• His theory emphasizes psychosocial over psychosexual
development, influenced by Sigmund Freud's work.
• Personality evolves through eight stages of psychosocial
development in a set order.
• Each stage involves a psychological crisis impacting personality
development.
• Crises arise from conflicts between individual psychological
needs and societal demands.
• Successful completion of each stage leads to a healthy
personality and fundamental virtues.
• Fundamental virtues are qualities aiding the ego in later
challenges.
• Unresolved stages can lead to an unhealthy personality and self-
concept.
• Success in later stages depends on overcoming obstacles in
earlier stages.
• Completion of stages contributes to a positive personality, while
unresolved stages can lead to negativity.
 Behaviorism
• Behaviorism is a psychological doctrine focused on the external
environment's ability to mold human behavior. Its mavericks
comprise John Watson and B. F. Skinner, both of whom feature
prominently in the field's early development. Operant
conditioning, a prime focus of Skinner's research efforts,
reinforces behavior with praise or punishment, influences future
occurrences and can rely on positive or negative reinforcement
to either reward or penalize human behavior. In the realm of
operant conditioning, positive reinforcement involves adding
something gratifying to encourage a specific action, while the
reward-driven negative reinforcement aims to remove
something adverse. Punishment, on the other hand, is the
converse of these conditioning forces and can either add
something distasteful or withhold something gratifying. Scholars
have extensively scrutinized the principles of operant
conditioning in humans, revealing that the repercussions of
these forces are substantial and unquestionably decisive in
behavior modification.
• Erik Erikson was an ego
psychologist who developed
one of the most popular
and influential theories of
development. Erikson”s Stage Theory in its Final
• *While his theory was Version
impacted by psychoanalyst
Sigmund Freud's work.
Erikson's theory centered in
psychosocial development
rather than psychosexual
development.
Thank You