APA Dictionary of Psychology

in the existential psychoanalysis of Erich Fromm, a character pattern in which the individual regards people as commodities and evaluates personal worth in terms of salability. Attributes perceived as leading to business or social success are valued more than knowledge, creativity, integrity, or dedication. According to Fromm, the marketing orientation contributes to shallow relationships and alienation from self and society. Also called marketing character. Compare exploitative orientation; hoarding orientation.