Fromm's marketing orientation and the values of the counselor

  • Fromm's theoretical position of the >Marketing Orientation< is related to counseling attitudes and aspects of the counselor-patient relationship. Conflicting sets of value orientation are described and their influence noted. The author's primary thesis has been that the counseling psychologist often adopts a conflicting set of value orientations in his relationships with patients and the community. In some relationships, the counselor may respond to the patient primarily in terms of the latter's inherent potential with no reference to his >marketable< characteristics, but at other times he may lay heavy emphasis upon the patient's marketability. Also observed is the fact that the counselor is often totally unaware of his reversal of attitudes and of its effects upon patients. It has been suggested that although the emphasis upon a marketing orientation may foster lessened self-esteem in some patients, the adoption of such an attitude may be a necessary first stage in helping patients who have been hospitalized with psychotic episodes to leave the hospital setting. In any case, it is crucial for the counselor to be aware of his underlying value assumptions in order that his relationships to patients will be characterized by an underlying consistency.

Export metadata

Additional Services

Search Google Scholar
Metadaten
Author:Thomas R. Brigante
Parent Title (English):Journal of Counseling Psychology, Vol 5, No. 2 (1958), pp. 83-88. [Online ISSN 1939-2168] [doi.org/10.1037/h0046089]
Document Type:Articles
Language:English
Year of first Publication:1958
Release Date:2024/04/04
Format:to purchase via publisher
IdNo:Brigante_T_R_1958
Writings about Erich Fromm (Secondary Literature):Articles / Artikel
Erich Fromm's Library and Erich Fromm Archive:Articles / Artikel
Licence (German):to purchase / zu erwerben
Einverstanden ✔
Diese Webseite verwendet technisch erforderliche Session-Cookies. Durch die weitere Nutzung der Webseite stimmen Sie diesem zu. Unsere Datenschutzerklärung finden Sie hier.