We have heard about the riots that sometimes break out in Europe after soccer matches. Often we wonder why people can react so severely to a sporting match. It is actually predictable behavior.About 100 years ago Sigmund Freud wrote about the id, the ego and the superego. The id is the pleasure principle. It drives us to get what we want. Impulse buyers are driven by the id. That is true whether they can afford it or not.Infants present a good example of the id. They cry when they want something. It is up to the parents to determine what it is they want. They will continue crying until they get it. It might be food. It might be a diaper change. It simply might be wanting to be held.The ego is the reality principle. The ego controls much of our adult behavior. It controls our impulse to buy if we cannot afford it. It knows that you can’t have everything you want at the exact time that you want it. Thus infants learn to eat at certain times. They learn to sleep at certain times.The superego is the moral principle. The id may crave things. The ego may [...]