Concept
Marketing orientation
The nonproductive character orientation that Fromm, in Man for Himself (1947), took to be characteristic of modern market society: a person experiences themselves as a commodity whose worth lies in its exchange value, in being saleable on the personality market, rather than in their own qualities and powers. Its self-esteem depends on the market's verdict, and its identity is adaptable and empty, shaped to whatever is in demand.
Development
1947
introduced by Erich Fromm
Fromm added the marketing orientation in Man for Himself (1947) as the character type proper to a market economy, in which the person is experienced as a commodity.
In Man for Himself: An Inquiry into the Psychology of Ethics (1947)
Relations
- 1947 introduced by Erich Fromm
Fromm added the marketing orientation in Man for Himself (1947) as the character type proper to a market economy, in which the person is experienced as a commodity.
- opposed by Productive orientation
Fromm set the productive orientation against all the nonproductive ones, and against the marketing orientation in particular, whose self is an exchangeable commodity rather than the expression of a person's own powers.
Works
See also
People
References
- Man for Himself: An Inquiry into the Psychology of Ethics1947Evidence for a relation