The Bodily Self

• These are aspects of the Self where entities are clearly described as an intimate
part of who we are. It is concerned with awareness of one’s bodily states.
• Example: arms and legs

The extracorporeal self

• Also referred as the extended self by Rosenberg (1979)
• This includes other people, pets, possessions, places, and the products of our
labors.
• It includes all people, places, and things that we regard as “ours”.
• Example: A girl has a favorite dress that she wears. The dress itself is not part of
the Self, instead, it is the sense of appropriation present in the phrase “my favorite
dress”.

Two types of investment which people might shop to gain happiness and
satisfaction (Van Boven & Gilovich, 2003)
1. Material Purchases
• those made with the primary intention of acquiring tangible possessions that can be
physically retained in one’s possession
2. Experiential purchases
• those made with the primary intention of acquiring life experiences such as an
event or series of events that one encounters and lives through

Role of Consumer Culture on Self

• implies that individuals are highly dependent on consumption to communicate
themselves
• consumer behavior’s self-concept can be categorized into four (4) basic types:
(Noble & Walker, 1997; Schiffman, Bednall, O’Cass, Paladino, & Kanuk, 2005; Sirgy
& Su, 2000)
• self-image (how they see themselves)
• ideal self-image (how they would like to see
themselves)
• social self-image (how they feel others see them)
• ideal social self-image (how they would like others to see
them)