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Chapter 8    Fromm: Humanistic Psychoanalysis255
relationship, theytrytopossess theloved oneandtopreserve therelationship rather 
thanallowing ittochange andgrow. They tendtoliveinthepastandarerepelled by
anything new.They aresimilar toFreud’s analcharacters inthattheyareexcessively 
orderly, stubborn, andmiserly. Fromm (1964), however, believed thathoarding char-
acters’ analtraits arenottheresult ofsexual drives butrather arepartoftheirgeneral 
interest inallthatisnotalive, including thefeces.
Negative traits ofthehoarding personality include rigidity, sterility, obstinacy, 
compulsivity, andlackofcreativity; positive characteristics areorderliness, cleanli -
ness, andpunctuality.
Marketing
Themarketing character isanoutgrowth ofmodern commerce inwhich trade isno
longer personal butcarried outbylarge, faceless corporations. Consistent withthe
demands ofmodern commerce, marketing characters seethemselves ascommodities, 
withtheirpersonal value dependent ontheirexchange value, thatis,theirability to
sellthemselves.
Marketing, orexchanging, personalities must seethemselves asbeing incon-
stant demand; theymust make others believe thattheyareskillful andsalable. Their 
personal security restsonshaky ground because theymust adjust theirpersonality to
thatwhich iscurrently infashion. They playmany roles andareguided bythemotto 
“Iamasyoudesire me”(Fromm, 1947, p.73).
Marketing people arewithout apastorafuture andhavenopermanent prin-
ciples orvalues. They havefewer positive traits thantheother orientations because 
Hoarding issaving what onehasalready obtained andisaninability todiscard things because everything 
hasequal value. Roger Bamber/Alamy Stock PhotoFinal PDF to printer