UNDERSTANDING THE SELF (Finals)
Rituals- accompanied the sacred belief.
LESSON 8: MATERIAL SELF/ECONOMIC SELF
Need- means that it is a necessity for you to purchase the
specific thing or product in order for you to survive.
Want- you can survive without purchasing this.
- shopping is not something that can be easily
controlled – and is used as a coping mechanism for
anxiety and low self-esteem.
Compulsive shoppers- are unable to resist strong inner
urges to make repeated purchases and to spend
excessively- even when they can afford it.
- purchase to relieve stress, gain social approval, and
improve their self-image.
- behavioral addiction characterized by a reduced
capacity for self-control
- conflict with family may arise.
Impulsive Buying- motivated by values and usefulness.
Inner Psychological Characteristic- that both
determines and reflect how a person responds to his or
her environment.
- Inner characteristics- specific qualities, attributes,
traits, factors, and mannerisms that distinguish one
individual from another.
The Nature of Personality:
1. Personality reflects in individual differences- no
two individual is exactly alike.
2. Personality is consistent and enduring- marketer
can’t change customer personality.
3. Personality can change- birth of a child, the death
of a loved ones, divorce, promotions
William James
Self as “Me”- Family, Friends, Possessions (house, cars,
etc.), body
- Father of American Psychology
- identified various components of the Empirical self,
one of which is what he called a Material Self.
- Man's "Material self" is not only consisting of his
own body but also includes the different things he
possesses.
- one defines themselves and at the same time is being
defined by the people they are acquainted
- The losing of such objects or people will render one
feel that apart of him was also lost at the same time
- The choices that we make in order to achieve the
recognition of others depends not only on our own
capabilities but more so on the value we and the
other people give to what we have or can acquire.
Theories Relevant to Consumer Behavior
- Id (Pleasure Principle)
- Ego (rational, Decision maker, Reality Principle)
- Superego- (Reality Principle)
LESSON 9: THE SPIRITUAL SELF
- Primitive men offered prayers.
- Food offerings for food yields to thank the
Supernatural Being (Supreme) or to appease its
anger.
Animism- is the belief that everything in the
surrounding is inhabited by unseen being or spirit.
What is Religion?
- Latin word “religare” means to bind together.
- Belief in supernatural being and the institution and
practices associated with the belief.
- Involved set of symbols which arouse of reverence
- Culturally entrenched patterns of behavior composed
of sacred beliefs and feelings.
- Bond between God and Man.
The Functions of Religion
1. Stability and Cohesion- shared religion binds
people closely together.
- Forms a balanced and cohesive moral community.
- Protect individual’s anomie, alienation, and threats
and improve potentials for happiness.
- Shared religious experiences provide social cement
for unity and consensus.
2. Social Identity- gives people an identity and social
consensus
- Achieved through special meaning ceremonies
(Christening and Baptism)
- Represents the necessary power of social group
- Serves to integrate the person into the society.
3. Collective Conscience- religion unites people in
moral ways
- Value consensus
- Maintain collective conscience
- Durkheim saw society as a moral community, whose
member were socialized into accepting appropriate
patterns of behavior over time.
- Orderly social life is only possible when people
shared moral values.
4. Socialization and Social Control- religions
represents the value system of the social order and
stability.
- It is conservative force which contributes to moral
and wider social order and stability
- Given sacred legitimacy by religious beliefs. Ex:
Ten Commandments (prescription for an orderly
lifestyle)
- Appropriate modes of thinking and behaving.
5. Meaning and Purpose- religion gives meaning and
purpose to people’s lives.
- Religious belief offers people comfort during the
face of death, disease and hazards.
- Institution which gives people the strength to
continue and promotes the long-term maintenance of
society as a result.
Techniques of Religion
Prayer- communication to the Supernatural Being
through speech or thoughs.
- Simple means conversation with Almighty.
Divination- elevation of person’s weak state to God.
- Man strives to perfect his imperfections.
Ceremony- number of interconnected rituals done at
specific time and place.
- Ex: Holy Mass, solemnizing marriage, priest’s
ordination, and tedium.
Sacrifice- expressing reverence of GOD or any
perceived spirits or supernatural powers.
- Ex: abstinence (not eating meat on Lenten Season
and Good Friday during Holy week) and fasting (one
full mean a day and small meal the rest of the day)
- Fasting is simply a sacrifice.
Reverence- this pertains to the feeling of awe coupled
with love and admiration offers to the Almighty.
Duty- this tries to please the Almighty by reverent act.
- Ex: it is a duty to follow 10 Commandments
Rituals- this is a means of sanctification. Sanctification
involves act of purifications, and thanksgiving.
Sacred Objects- objects attributed to Supernatural
Power such as Bible, rosaries, prayer book, and crucifix.
- Catholic, bread and wine
Taboo- this pertains to negative presentation of
propitiator devices or action wherein person should
refrain from certain act not conformity.
Logotheraphy: Finding and Creating Meaning
Victor Frankl’s refers to Human spirit in Logotheraphy
as that which us uniquely human.
- Logotherapy is based on the premise that human is
person motivated by a “will to meaning”, an inner
pull to find meaning in life.
- Life has meaning under all circumstance, even the
Misserable one
- People’s main motivation for living is their will to
find meaning in life.
- People have freedom to find meaning in what they
do
Assumption of Logotherapy
1. The human being is an entity made of body, mind,
and spirit. The first assumption pertains to the body
(soma), mind (psyche), and spirits (moos).
- The body and mind are what a person has, and the
spirit is what a person is.
2. Life has a meaning under all circumstances even the
miserable one. This second assumption is “ultimate
being”.
3. People have a freedom to find meaning in what they
do and what the experience or what they stand for.
4. People have freedom under all circumstances to
achieve the will to find meaning.
5. Life has a demand quality to which people must
respond if decision is to be meaningful.
6. The individual is unique.
LESSON 10: POLITICAL SELF
- Refers to a representation of oneself about him/her
- A public identity one makes and constructs about
hum/herself to be
- Political position based on the interest and
perspective of one social organizations.
Identity- encompasses the values people hold, which
dictate the choices they make.
- Identity continues to evolve over the course of
an individual’s life.
Seeking the Filipino Identity
- A complete and comprehensive idea of a Filipino
identity is not easy to identify because of the rich
culture each set and subset of people living within
the Philippines have.
- History has shown us how Filipino identity has
evolved from the pre-colonial period to the colonial
period and the present.
- Businessman MADE IN CHINA
- Name MADE in SPAIN
- Government MADE in AMERICA
How is Identity Formed
- Identity formation involves three key tasks:
1. Discovering and developing one’s potential
2. Choosing one’s purpose in life
3. Finding opportunities to exercise that potential and
purpose.
- Identity is also influenced by parents and peers
during childhood and experimentation in
adolescence.
Philippines under Spanish, American & Japanese
Colonization
15th CENTURY (1565 – 1898)
- Philippines was invaded by Spain and reigned over
the Philippines for over 333 years.
1989 – The US evicts the Spain from the Philippines
1946 – The Philippines gained independence from the
Americans.
43 years
January 2, 1942 – Manila was occupied by the
Japanese.
July 4, 1945 - Proclamation of the general freedom from
the Japanese.
According to the 1987 Philippine Constitution, Art 4,
Sec. 1, these are the citizens of the Philippines: Those
who are citizens of the Philippines at the time of the
adoption of this Constitution.
1. Those whose fathers or mothers are citizens of the 2. It posters human development i.e. health education,
Philippines. personal income and any other indicators mor fully
than do other forms of government.
2. Those born before January 17, 1973, of Filipino
3. Democracy helps protect fundamental individual
mothers, who elect Philippine citizenship upon
rights and interest.
reaching the age of majority; and
4. Democratic societies provide people the maximum
3. Those who are naturalized in accordance with law. opportunity to take moral responsibility for their
choices and decisions
5. Democratic societies offer a relatively high chance
- Filipino culture is a mix of both eastern and western of political equality.
cultures.
- The beliefs and traditions of pre-colonial Philippines
were mainly indigenous Malay heritage. LESSON 12: BECOMING A BETTER STUDENT
- Malay temperament of Filipino personality and it
Learning- adaptive function wherein the nervous system
can best describe as “being nice and pleasant to
is changed by stimuli in the environment, creating
others”.
behavioral responses that permits people to function in
When Spaniards colonized the island, Hispanic culture the environment or society.
influenced the natives. Christianity become dominant
- is a change in knowledge or behavior that arises out
religion and a western-based social and political
of our experiences.
organization was establish in the Philippines.
The Americans shaped the modern Filipino culture, and
this is primarily manifested by the widespread use of the Types of Learning
English language in the Philippines today. It was from
1. Classical Conditioning (Ivan Pavlov)
these influence thar form the Filipino character.
- The process by which we learn to associate stimuli,
events, or actions, that frequently happen together is
called classical conditioning.
Dr. Patricia B. Licunan- psychologist, educator, and
2. Operant Conditioning (Edward Thorndike)
former chairperson of the Commission on Higher
- The strengthening or extinguishing of a
Education.
response happens when behaviors are reinforced
- She wrote that the strengths and weaknesses of the or punished.
Filipino character are rooted in factors, such as:
1. Home Environment Operant Conditioning (B.F. Skinner)
2. Social Environment
- A response can be strengthened or extinguished
3. Culture and Language
through the rewards or punishment of a
4. History
5. Educational System behavior.
6. Religion 3. Observational Learning (Albert Bandura)
- Learning through observation happens by
observing the behaviors of others and imitating
Strength of Filipino Character the said behavior – even without reinforcement.
- Albert experimented Bobo Doll
1. Family Orientation
2. Joy and Humor Self-Regulated Learning
3. Flexibility, Adaptability, and Creativity
4. Hard work and Industry - one way for us to help ourselves learn better.
5. Faith and Religiosity - SRL “includes the cognitive, metacognitive,
6. Ability to survive behavioral, motivational, and
emotional/affective aspects of learning”
Weakness of Filipino Character
- It makes use of our metacognitive abilities and
1. Extreme Personalism according to Zimmerman (2002), it is “not a
2. Extreme Family Centeredness mental ability or an academic performance skill;
3. Lack of Discipline rather it is self-directive process by which
4. Positivity and lack of Initiative learners transform their mental abilities into
5. Colonial Mentality academic skills’.
6. Kanya-kanya Syndrome
- Whether we deem ourselves to be a genius or
7. Lack of Self-analysis and self-reflection
not, we definitely possess the facilities to be
one, if we choose to be.
Democracy- is a government in which the supreme is
vested in and exercised by the people directly or
indirectly through a system of presentation, usually LESSON 13: SETTING GOALS FOR SUCCESS
involving periodical held free elections.
Importance of Goals
Ex:
- A goal is a target objective or objective of a
1. democracy helps prevent cruel and vicious autocrats motivated and directed change of behavior.
from ruling.
- Goals may vary and depend on the values and
priorities of the individual.
- Goals are important for behaviors to make
sense.
- Setting goals direct the individual’s behavior.
- Goal can determine the individual’s progress
towards accomplishing it.
- Goals serve as guide to discipline behavior.
- Goals keep the individual busy.
- Goals motivate the individual.
1. Serious physical injury
2. Death or near-death experience
3. Sexual violation
Stress Response
- Primary Appraisal- figuring out the event
- Secondary Appraisal- assessment of resources
to handle the stressor.
Ex: growth, optimism, hope, resilience, efficacy

Self – Efficacy (Albert Bandura)

- The person’s belief about his capacity to Characteristics of a Stressors
exercise some measure of control over his - Unpredictability of the event
behavior and over events that take place. - Intensity of the event
FACTORS AFFECTING SELF – EFFICACY - Uncontrollability
- Pressure
1. Mastery of Learning and Skills
2. A Good Social Model
3. A persuasive environment
4. Emotional Stability

Carol Dweck’s Types of Mindsets

- Fixed Mindset – believes that character,
creativity, and intelligence are innate.
- Growth Mindset – does not bank on given
qualities for them to be successful but instead
they want to be challenged.
 

Final Goal
Adler’s Types of Final Goal
- Superiority – selfish; lacks social interest of
community feeling.
- Success – Success of the community; high
social interest or community feeling.

Locke and Latham Goal Setting Theory

Factors affecting the quality of the goal
1. Goal Difficulty
2. Goal Specificity
3. Deadline
4. Feedback
5. Goal Commitment

LESSON 14: TAKING CHARGE OF ONE’S

HEALTH
- Eustress- positive kind of stress
- Distress- negative types of stress
Stress is not the same with trauma!
- Stress is the physical and psychological reaction
to a stressor.
- Trauma is the product of either: