MATERIAL/SOCIAL SELF
Material self - is the part of the self that associated with what we possess.
OUR CLOTHED SELVES ARE A SYMBOL OF WHAT WE WANT TO PROJECT TO THE
WORLD (WATSON, 2004)
OWNERSHIP EFFECT
AN ASSOCIATION OR ATTACHMENT TOWARDS THE THINGS THAT WE OWN.
CAN BE OBSERVED AS EARLY AS 12 TO 36 MONTHS OLD.
SELF-REFERENCE EFFECT
ENHANCEMENT IN MEMORY DUE TO ASSOCIATING ONESELF WITH THINGS THAT
ONE OWNS.
MATERIALISM
DEFINED AS HAVING A SELF-CONCEPT THAT IS BASED ON WHAT ONE POSSESSES
EITHER INTRINSICALLY OR EXTRINSICALLY.
INTRINSICALLY – ABILITIES, SKILLS, PHYSICAL APPEARANCE.
EXTRINSICALLY - MATERIAL THINGS
MATERIALISTIC PEOPLE TEND TO HAVE:
NEGATIVES LIVES AND DECREASED WELL-BEING.
LOW SELF-ESTEEM.
LESS ENGAGED IN THEIR ACADEMICS.
BE LESS MOTIVATED.
LOWER ACADEMIC PERFORMANCE.
PSYCHOLOGICAL OWNERSHIP
REFERS TO DESCRIPTIONS OF “THIS IS MINE” AND SUCH DESCRIPTION IS
COMPLEMENTED WITH EXPLANATIONS OF “THIS IS ME”.
MATERIAL POSSESSIONS – MONEY, OBJECTS.
NONMATERIAL POSSESSIONS - RELATIONSHIPS, REPUTATIONS AND IDEAS.
OUGHT AND IDEAL SELVES
OUGHT SELF - A SELF-GUIDE ATTACHED TO IDEAS ABOUT WHO PERSONS FEEL
THEY SHOULD BE OR SHOULD BECOME.
IDEAL SELF - IDEALIZED VERSION OF YOURSELF CREATED OUT OF WHAT YOU
HAVE LEARNED FROM YOUR LIFE EXPERIENCES, THE DEMANDS OF SOCIETY,
AND WHAT YOU ADMIRE IN YOUR ROLE MODELS.
SHAPING THE WAY, WE SEE OURSELVES: THE ROLE OF CONSUMER CULTURE ON OUR
SENSE OF SELF AND IDENTITY
OUR SENSE OF SELF AND IDENTITY IS BOUNDED BY SOCIAL STRUCTURES AND A
CULTURE OF CONSUMPTION.
ADOLESCENTS AND YOUNG ADULTS – MOST POWERFUL PURCHASERS.
COSMOPOLITANISM
CONSUMPTION BEHAVIOR
IS PEOPLE'S BUYING ATTITUDES AND INTENTIONS.
CONSUMER ETHICS
CONCERNED WITH HOW MORAL PRINCIPLES AND STANDARDS GUIDE PEOPLE IN
CONSUMPTION OF GOODS.
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