The founder of psychoanalytic theory was Sigmund Freud. His work had a major effect on motivation and personality research in marketing and consumer behavior. Freud divides the mind the into the conscious $($everything we are aware of$)$ and unconscious $($feelings$,$ thoughts, memories outside our conscious awareness$).$ He also stated that our personality is composed of three elements:

The id: corresponds to primary needs, focused on immediate gratification, directing a person$$s psychic energy towards pleasurable acts without regard for consequences

The superego: reflects the values, rules, and norms imposed by society

The ego: represents the interests of the individual, ensuring the necessary arbitration between the demands of the id and the constraints of the superego

On the train to work this morning, you heard an ad for a local paragliding company. After work, you research more about the paragliding company and decide to purchase a ticket to paraglide for the first time. Which of Freud$$s personality components is satisfied by your paragliding purchase decision?

The ego

The archetype

The superego

The id