1. Personality Theorists - Psychoanalytical and Humanistic

Freud - Id, Ego, Superego

Freud's personality theory includes three components.  The Id , Ego and the Super Ego.  The ID operates on what has become known as the pleasure principle.  It is where our basic wants and desires comes from. 

The Ego is the part of the conscious that tries to get the Id what it wants.  The superego is like a conscience that is concerned about social conventions and following rules.  The ego has to maintain the balance between the Id who wants anything no matter what, and the superego that is always making one feel guilty for wanting it.