To Buy or Not To Buy? That Is The Question!: Chapter 2 Lesson 2

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To buy or Not to Buy?

That
Is the Question!
Chapter 2 Lesson 2
LESSON OBJECTIVES
At the end of this lesson, you should be able to:
1. explain the association of self and
possessions;
2. identify the role of consumer culture to self
and identity; and
3.Appraise one’s self based on the
description of material self.
William James
 A Harvard psychologist in the late nineteenth
century.
Wrote in his book, The Principles of Psychology in 1890
that understanding the self can be examined through
its different components.
3 components:
1. Its constituents
➢ composed of the material self, the social self, the spiritual self and
the pure ego.
2. The self-feelings
3. Self-seeking and self-preservation
According to James, the Material
self is primarily about our bodies,
clothes, immediate family and
home.
Material Self Investment Diagram
Body

Clothes

Immediate
family

Home
Body
The most innermost part of our material self.
 Intentionally, we are investing in our body.
 We strive hard to make sure that this body functions
well and good.
We do have certain preferential attachment or
intimate closeness to certain body parts because of
its value to us.
 There were people who get their certain body parts
insured.
Clothes
 Influenced by the “Philosophy of Dress” by Herman
Lotze, James believed that clothing is an essential part
of the material self.
Lotze in his book, Microcosmus, stipulates that “any time
we bring an object into the surface of our body, we
invest that object into the consciousness of our personal
existence taking in its contours to be our own and
making it part of the self.”
Thus, clothes are placed in the second hierarchy of
material self.
Clothing is a form of self-expression.
Immediate family

 Our parents and siblings hold another


great important part of our self.
 What they do or become affects us.
We place huge investment in our
immediate family when we see them as
the nearest replica of our self.
Home
 It is where our heart is.
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.
The home thus is an extension of self,
because in it, we can directly connect our
self.
As James (1890)
described self: “as man’s
self is the sum total of all
he CAN call his”
We Are What We Have
 Belk (1988) stated that “we regard
our possessions as parts of our selves.
We are what we have and what we
possess.”
 The possessions that we dearly have
tell something about who we are.
Our self-concept, our past and even
our future.
END

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