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.​