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The social-psychological Neo-Freudian theory explains consumer behaviour by emphasizing the role of social relationships, personality development, and cultural influences rather than unconscious sexual drives. Neo-Freudian thinkers such as Karen Horney, Alfred Adler, and Erich Fromm modified Freud’s original ideas by focusing on how individuals interact with society and strive to cope with social pressures. According to this theory, human behaviour, including buying behaviour, is shaped by the desire for security, self-esteem, and social belonging. Karen Horney identified three personality orientations based on how individuals relate to others: compliant, aggressive, and detached.
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