Material Self 1

MATERIAL/ECONOMIC SELF
MATERIAL SELF (WILLIAM JAMES)
 Understanding the self can be examines thru its different

components:
(1) Its constituents (material, social, spiritual, and pure ego)
(2) Self feelings (feelings and emotions they arouse)
(3) Self seeking and self preservation (actions to which they
prompt)
 The material self is primarily about

our bodies, clothes, immediate family,
and home.
 Material Self Investment Diagram

 The innermost part of our material self is our body. Intentionally, we

are investing in our body. We are directly attached to this
commodity that we cannot live without. We strive hard to make
sure this this body functions well and good. Any ailment or disorder
directly affects us.
 Next to our body are the clothes

we use. James believed that it is
an essential part of the material
self. Clothing is a form of self-
expression. We choose and wear
clothes that reflect our self.
 Third in the hierarchy is our

immediate family. Our parents
and siblings hold another
important part of our self. What
they do or become affects us.
When their lives are in success, we
feel their victories as if we are the
ones holding the trophy. In their
failures, we are put to shame or
guilt. When they are in a
disadvantaged situation, there is
an urgent need to help them.
 The fourth component of

material self is our home. It is
the earliest nest of our
selfhood. Our experiences
inside the home were
recorded and marked on
particular parts and things in
our home.
Consumer Culture
CONSUMERISM
 Consumption is the process by which goods and services are, at least, put
to final use by people.
 Evaluation of available resources >> production of goods and services >>
distribution of goods and services >> goods and services come to be used
(consumed) >> disposal
 Shopping – an activity that consumers buy from the store which they find it
suitable according to their preference
CONSUMERISM
 Congruity theory (Sirgy)- preferences of the consumers about
their choice of the brand are guided by their self image
 Four self-image congruity
1. Positive self-congruity - comparison between a positive
product image perception and a positive self-image belief
2. Positive self-incongruity – comparison between a positive
product image perception and a negative self-image belief
CONSUMERISM
3. Negative self-congruity – comparison between a negative
product image perception and a negative self image belief
4. Negative self-incongruity- comparison between a negative
product image perception and a positive self image belief
CONSUMERISM
 As consumerism hit the mainstream,
people desired new goods constantly.
 Conspicuous consumption-
acquisition of expensive goods
created the perception of wealth and
success
 Over the decades, consumerism
becomes so ingrained in human
consciousness that is becomes hard to
escape.
Consumerism and Identity
CONSUMERISM AND IDENTITY
 Consumption has played a

pivotal role in our daily life. In
the modern world, central
social practice and cultural
values, identities, aspirations
an ideas are defined and
oriented relative to
consumption rather than
other social aspects such as
religious cosmology or military
role (Slater 1997).
 Thru consumer culture, thru the use of goods and services and experiences
that we formulate ourselves as social identities and present these
identities. Goods can indicate social identity, but on the post-traditional
society, comparing to others identity seems to be more a function of
consumption.
 This means that consumption reflects fundamental choices of which type
of society we want to live in and which type of person we wish to be, and
what we do not agree to take and what we do not want to be (Sassatelli
2007).
 Identity as a commodity/resource; identity can be bought and

sold (ex: you can buy a clothing that represents an identity)
 Consumers are also motivated to

protect their personal identities.
They sometimes feel uncomfortable
if they see themselves patronizing a
store that is not reflective of their
selves.
 This is because the behavior is
perceived as inconsistent with self-
perception of who he/she truly is
 People with different

identities or people want to
prove their distinct identities
depend on ‘choosing’;
choosing according to one’s
taste is a issue of identifying
goods that objectively adjust
to one’s position.
 Some say consumerism is convenient and beneficial, while
others view it as a threat and a detriment to a thoughtful and
genuine society
End -
Thank you!

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MATERIAL/ECONOMIC SELF

MATERIAL SELF (WILLIAM JAMES)

 Understanding the self can be examines thru its different

 The material self is primarily about

 Material Self Investment Diagram

 The innermost part of our material self is our body. Intentionally, we

 Next to our body are the clothes

 Third in the hierarchy is our

 The fourth component of

 Consumption has played a

 Identity as a commodity/resource; identity can be bought and

 Consumers are also motivated to

 People with different

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