Course Title III: The Material Self

A. Learning Objectives

At the end of the chapter, the students are expected to:

1. Understand the nuances of the material self.

2. Explain the interconnection between consumer culture and the material self.
3. Determine the factors that shape material consumptions and financial decisions.
4. Discuss one’s attitudes on different aspects of self and identity
5. Identify the reasons for their actions and behavior
6. Demonstrate reflective and substantial insights on various aspects of self and identity

B. Lecture Outline

I. Defintion of Materialism and the Components of Material Self

Materialism entails the importance of physical objects. It is also a belief that

everything is made of matter and energy, with less emphasis in non-physical objects like souls,
spirits, or supernatural gods. Unlike spiritual entities, material things do not last eternally. Now,
can you think of something or someone that you have in this world which/who can last forever?
Does it include your Family? Loved ones? Sexy or healthy body figure? How about money?
Cellular phone? Gadgets? Answer?, none of these right? Yet, most people find their meaning and
purpose in life by the things they have on earth. Considerably, most people would find it too
devastating when they lost some of those material possessions mentioned.

According to William James (1890) an educational psychologist, the “Me” part of self is
consist of Material Self along with the social and spiritual self. He pointed out that Material Self
is consist of things that belong to a person or entities that a person belongs to. Specifically, he
emphasized that Material Self is composed of body, family, clothes/material things and money
which are further discussed below.

Body. This is the core element of the material self. Have ever looked at yourself in the
mirror without wishing you should have something more than what you have? In your face? In
your body? At the rate, most people engage themselves in social media and with such the
physical standard of what is beautiful or what is acceptable to one’s body is affecting the way a
person perceives his/herself. Family. This is one of the critical part of material self and it is
regarded as the nursery of human nature. Most of the traits, habits that we possessed are acquired
through our interaction to our immediate members of our family. William James have pointed
out that if one lost a family member, a part of who they are was lost also. In fact, this is one of
the most precious things that a person that could ever possessed and appreciate even at the end of
his life.
 Clothes. What we wear talks much more ourselves. Through clothes we can
communicate certain parts of ourselves. As, observed most adolescents are spending much time
on how they will present themselves with the different outfits of the day or OOTD in social
media.

Money. The last component, the way we acquire goods is based on how much financial
freedom that we have. We buy material things that reflects about ourselves yet as we progress in
our lives our wants and needs also changes. Thus, money has something to do the with the
economic decisions and purchasing behaviors of people especially nowadays where buying and
selling products can be readily advertised and be easily accessed online.

Aside from the basic parts of the material self that was discussed, there are many things
that are considered as part of our possessions such as gadgets, car, house, pets, even the friends
and the romantic partner that you call “mine”. For some people, these are the things that are
considered as a relevant extension or important part of the self.

II. Role of Materialism in the Development of the Self

The more we put too much importance on one material possession it consequently
triggers the longing or desire for more which at first you do not totally need at all. This
phenomenon is called as “Diderot Effect”, a famous concept in terms of material consumptions.
It is the process whereby a purchase or gift creates dissatisfaction with existing possessions and
environment, provoking a potentially continuous pattern of consumption associated with
negative psychological effects of a person (e.g. compulsion to buy).

I. Consumer Behavior and the Self

Apart from money as the main predictor whether a person will buy or purchase a certain
product, there are several factors that affect the economic and purchasing behaviors of an
individual. First important factor, is when the person is confuse between what are things they just
“want” and what are things that are considered as “needs”. For example buying an expensive
upgraded phone, despite the fact that your old phone is still functioning? Is the purchasing
behavior based on what is wanted or needed? If you need to upgrade because you think there are
some features on the new phone that you really need in your work, well yes you NEED it. Things
can be accurately predicted or considered to be as “necessity” when “you think before you buy”.
However, some people buy things out of impulse, for example, buying a new phone because it is
too tempting without thinking twice if you really need it.

Materialism is defined as a want towards acquiring and spending on earthly needs and
material desires (Durvasula & Lyonski, 2010). Furthermore, acquisition of material things has
been associated to success and happiness of a person. Like for example, having luxurious things
or gadgets implicates that the person is earning or well doing well in terms of finances. In terms
of happiness, most people nowadays are having positive emotional states depending on how
many material things they have especially if compared to others. However, as a person puts
more importance on material acquisition it may lead to overspending and compulsive shopping

II. Culture and its impact on materialism

With modernization that is taking place, most of the youth in today’s society are exposed
to different cultures and values. Meaning, most of the consumer’s behavior in this modern era
are affected on what they are being exposed with especially in media. For instance,
advertisements nowadays are not only seen in the radio and the television but also in social
media leading to more exposure to different trends of products not only local but international
goods.
In addition, the desires for modernity have resulted in the embracing of more Western
values that are associated with materialism and has led some cultures of excessive consumerism
and marketing (Mady, Cherrier, Lee & Rahman 2011). In most context, consumerism is
associated with materialism. Consumerism is a social and economic order that encourages the
acquisition of goods and services in ever-increasing amounts which has both advantages and
disadvantages in individual’s behavior. For instance in collectivist countries where most people
are minding what others expected of them, they are more likely to buy products that is not much
needed as they bought it just to just get accustoms with what society dictates especially on what
is really important. So think of it have you ever buy a product that was not really needed? But
only buy it because others have it? On the other hand buying what you want and need has been
always associated with a positive feeling immediately once acquired and in a way overcomes
anxiety and stress.