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    UNDERSTANDING THE SELF Module 6

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    Chen Fuchadcha
    This document discusses how material possessions and consumer culture can influence personal identity and self-concept. It defines the material self as objects that people use to extend themselves in space and time. Brands, preferences, and necessities shape how individuals see themselves and relate to others. The document also examines how self-image and product image congruity influence consumer purchasing behaviors and decision making. Advertising is noted to impact societal standards of beauty from a young age.

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    UNDERSTANDING THE SELF Module 6

    Uploaded by

    Chen Fuchadcha
    47 views9 pages
    This document discusses how material possessions and consumer culture can influence personal identity and self-concept. It defines the material self as objects that people use to extend themselves in space and time. Brands, preferences, and necessities shape how individuals see themselves and relate to others. The document also examines how self-image and product image congruity influence consumer purchasing behaviors and decision making. Advertising is noted to impact societal standards of beauty from a young age.

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    Powerpoint presentation on Material Self

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    UNDERSTANDING THE SELF module 6

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    This document discusses how material possessions and consumer culture can influence personal identity and self-concept. It defines the material self as objects that people use to extend themselves in space and time. Brands, preferences, and necessities shape how individuals see themselves and relate to others. The document also examines how self-image and product image congruity influence consumer purchasing behaviors and decision making. Advertising is noted to impact societal standards of beauty from a young age.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    47 views9 pages

    UNDERSTANDING THE SELF Module 6

    Uploaded by

    Chen Fuchadcha
    This document discusses how material possessions and consumer culture can influence personal identity and self-concept. It defines the material self as objects that people use to extend themselves in space and time. Brands, preferences, and necessities shape how individuals see themselves and relate to others. The document also examines how self-image and product image congruity influence consumer purchasing behaviors and decision making. Advertising is noted to impact societal standards of beauty from a young age.

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    UNDERSTANDING

    THE SELF

    MODULE VI
    Material Self​
    2

    “It is difficult for a man to


    have any object in daily use
    without leaving the impress
    of his individuality upon it.”
    Sherlock Holmes/Conan Doyle
    Material Self Defined:
    BELK 1988
    4

    OBJECTS
    Extend ourselves in space and time

    An object such as tools double our


    strength while a weapon extends our
    reach. A uniform helps us relate with a
    group while certain objects remind us
    of memories.
    5

    Role of Consumer Culture on Our Self Identity

    SELF CONCEPT BRANDS PREFERENCE OBJECTS AND NECESSITY


    IDENTITY
    Those who likely We buy things that are
    We may not be aware, We use brands and We prefer certain place too much value necessary for our
    but what we possess other possessions to products that make us on objects may feel daily survival, but the
    becomes part of our communicate our feel good about devalued when he or style form and type
    self-concept. sense of self to others. ourselves. she failed to obtain depends on one’s own
    the latest products. preference.
    6

    SELF-IMAGE CONGRUITY
    PRODUCT-IMAGE CONGRUITY

    STEP 1 STEP 2 STEP 3 STEP 4 STEP 5

    Availability Research Elimination Product Product


    outcome reflects what
    when used by purchaser
    purchaser desires
    RESEARCH ON CONSUMER BEHAVIOR 7

    AND SELF-IDENTITY

    INTERDEPENDENT SELF AESTHETIC PRODUCTS SELF-CONCEPT


    DISCREPANCIES
    We often buy identity- choosing a well-designed Smoking may be often used
    linked products when we product affirms our value as an unhealthy coping
    feel the need to belong to a for beauty which in turn strategy for individuals who
    certain group. This occurs makes us feel good about are experiencing such
    when interdependent ourselves. identity discrepancies.
    selves are more salient.
    ADVERTISING ON BODY IMAGE
    8

    What is being
    The power of advertised influence
    mass media led to what people perceive
    the concept of as beautiful. Hence, a
    wide gap between the
    celebrities and
    ideal and real body
    standard of image is most likely to
    beauty. start from a very early
    age.

    The mass media


    should exhibit Healthy
    more realistic Body Image
    role models.
    Accuracy is the
    key.

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