ERG theory explains both progressive need gratification and regression when people face frustration.

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ERG theory, developed by Clayton Alderfer, expands on Maslow's hierarchy of needs and suggests that people can regress to lower-level needs when higher-level needs are frustrated, as well as seek to satisfy higher-level needs once lower-level needs are met, allowing for both progressive need gratification and regression.

ERG Theory Explains Both Progressive Need Gratification and Regression When