Enhancing its value through people. If you have smart/famous friends, your ego will associate with them to strengthen its identity. This is why some people love to tell others how smart, rich or famous their friends are. Gossiping. People gossip because it makes them feel different and superior in some way. This is why some people like to put other people down and talk behind their back; it makes them—and everybody else in their gossiping group—feel superior. Manifesting an inferiority complex. This hides a desire to be better than others. Yes, even in this case, people want to feel superior.
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