MATERIAL and

ECONOMICAL
SELF
 INTENDED LEARNING
INTENDED LEARNING
OBJECTIVES
OBJECTIVES
A.Define material self
B.Describe how material self
affects a person
C.Explain the relationship
between possessions and the
extended self
 MATERIAL SELF
The material self according to James primarily is
about our bodies, clothes, immediate family, and
home. We are deeply affected with these things
because we have put much investment of our self
to them.

HOME
CLOTHES
IMMEDIATE
FAMILY BODY
BODY
The inner most part of our self
is our body. Intentionally, we
are investing to our body. We
are directly attached to this
commodity that we cannot live
without. We strive hard to make
sure that this body functions
well and good.
CLOTHES
PHILOSOPHY OF DRESS
(Herman Lotze)
Anytime 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.
FAMILY
Our parents and siblings hold another great important part of
our self. What they do or become affects us. When an
immediate family dies, part of our self dies too. When their
lives are in success, we feel their victories as if we are the one
holding the trophy. In their failures, we are put to shame or
guilt. When they are in disadvantage situation, there is an
urgent urge to help like a voluntary instinct of saving one’s self
from danger. We place huge investment to our immediate
family when we see them as the nearest replica of our self.
HOME

Home is where our hearts is. It is the earliest

nest of our Selfhood. Our experiences inside
the home were recorded and marked on
particular parts and things in or home.
Why
do I
shop?
 There is a need
 There is an occasion
 There is an opportunity (availability of
money, time and being in the right place)
 Being bored.
 Being depressed, sad or angry.
 Part of social gesture (influence)
 Discounts, Sales and Promos
The theory that an increasing
consumption of goods is economically
desirable. It is a social and economic order
and ideology that encourages the acquisition
of goods and services in ever-increasing
amounts.
 VIEWS IN
BUYING
BEHAVIOR
BIOLOGICAL VIEW
In the brain, dopamine functions as a
neurotransmitter—a chemical released by
neurons (nerve cells) to send signals to other
nerve cells. The brain includes several
distinct dopamine pathways, one of which
plays a major role in the motivational
component of reward-motivated behavior.
In the context of shopping, this different brain
structure leads to men tending to be mission- and
task-oriented shoppers while women are more
likely to be discovery-oriented shoppers who
readily adjust their initial goals if this would result
in a more satisfying outcome.
In the context of
shopping, this different
brain structure leads to
men tending to be
mission- and task-
oriented shoppers while
women are more likely
to be discovery-oriented
shoppers who readily
adjust their initial goals
if this would result in a
more satisfying
outcome.
 PHILOSOPHICAL VIEW

In his influential work, Fable of

the Bees (1714), Bernard
Mandeville stated that “the
development of the country is
primarily dependent on the self
interest of the consumer.”
SOCIOLOGICAL VIEW
“Conspicuous consumption, along
with conspicuous leisure, is
performed to demonstrate wealth
or mark social status.”
(Thomas Veblen, 1899)
PSYCHOLOGICAL VIEW

“We are pleasure seeking

organisms.” - ID
Thank You!!!