The MATERIAL/ECONOMIC Self

To understand oneself in terms of the materials one possessed and how it

associated to his/her being.
MATERIAL SELF PRESENTATION AND IDENTITY
John Heskett
Design combines ‘need’ and ‘desire’ in the form of a practical object that can
also reflect the user’s identity and aspirations through its form and decoration.
There is a significance and function behind everyday things.

Roland Barthes (1915-1980)

the relationship that people have with objects, and in particular looked at
objects as sign or things which could be decoded to convey message beyond
their practical value.
(1950s)
Semiology
* the study of objects as signs
SIGN
* anything that convey message.
In Semiotic Analysis, objects function as signifiers in the production of
meaning.
SEMIOTIC - is the study of signs Barthes introduced. Examine how words,
photographs, images and objects can work as a language to communicate a
range of ideas and feelings.
A Sign has two element:
SIGNIFIER – physical form
SIGNIFIED – the mental concept it refers to
The things people use, own and surround themselves with might accurately
reflect their personalities. In relation to this, the things that surround people
are inseparable from who they are.
Signs are also used to differentiate one person or group from others.
Theory of the Meaning of Material Possessions
(Dittmar, 1992, 2004)

Material goods can fulfill a range of instrumental, social, symbolic and affective
functions.
1. Instrumental Functions
functional properties of a product
 2. Social Symbolic Functions
signify personal qualities, social standing, group affiliation and gender
role.
3. Categorical functions
the extent to which material possessions may be used to communicate
group membership and status.
4. Self-expressive functions
a person’s unique qualities, values or attitudes.
The purchase & use of material goods depends on its specific function and
oftentimes people may be reluctant to admit that material things fulfill
symbolic and affective rather than instrumental functions.

ECONOMIC SELF PRESENTATION AND IDENTITY

ECONOMICS - the study of things that a person is lacking, of how people make
use of the things they have, and of making the right decisions.It is the
condition of the person, group or region as regards to material prosperity.

ECONOMIC SELF-SUFFICIENCY - ability of individuals and families to

consistently meet their needs.
ECONOMIC CONSCIOUSNESS - the result of socialization and
professionalization of the subject that acquires a particular significance in
human affairs.
ECONOMIC IDENTITY - a psychological phenomenon that result from social
categorization.
The factors that affect the economic identity are professional development &
self-determination as well as the motivational and value sphere of his
personality.

SYMBOLIC MOTIVES
1. STATUS
the extent to which people believe they can derive a sense of recognition
or achievement from owning and using the right kind of product, can be
important motivator & behavior
Materialism - the importance ascribed to the ownership and acquisition of
material goods in achieving major life goals.
2. AFFECTIVE MOTIVES
a concept used in Environmental Psychology
Affect (emotions)
serves as motivator of pro-environmental behavior
In relation to the economic self, affective motive, can be a basis of the
buying behavior. Thus using the affective motive: people buy the goods not
only because they think they need it but more so because of the
 joy/happiness (affect) buying the goods provide ethrough the mere
acquisition of it.
ANTICIPATED AFFECT
when a person is expecting to fell good or guilty when doing something.
Anticipated positive affect (excitement, pride, happiness) and Negative
Affect (anger, sadness and frustration) are important predictors of whether
to buy or not the product. This can be a strong motivator or barrier for the
buying behavior.

THE ROLE OF CONSUMER CULTURE ON THE SENSE OF SELF

AND IDENTITY
CONSUMER IDENTITY
the pattern of consumption that describes the consumer.
Consumption has become increasingly more meaning-based; brands are often
used as symbolic resources for the construction and maintenance of identity.
People may construct their social identities through the consumption of
commercial brand or luxury commodities. This is one of the basis features of
people in modern era, a behavior that leads to consumerism
CONSUMERISM
the preoccupation with and an inclination towards the buying of consumer
goods. It is also based on the theory that an increasing consumption of goods
is economically desirable. High class consumption is attached to the identities
of people in the society and it legitimizes consumer culture in the daily lives of
people.
By CHOICE or COMPULSION people respond to goods and services based on
people’s assumptions that it is associated to their social identities.
BEHAVIORAL FINANCE
a new field that combines behavioral and cognitive psychological theory with
conventional economics and finance to provide explanations for why people
make irrational financial decisions.
Decision making is important when being confronted to buy something.
On the other hand, when a person only buys goods because he needs them, he
may feel incomplete for it lacks the joy of buying for wants provides the person.
Thus, Behavioral Finance tries to provide answers to these interesting facets of
consumer behavior.

GROUP 3
Calibuso, Audrey Dawn *Tinapan, Chelababe
Estorco, Jinky *Pablo, Angelita
Selmo, Terrence Sam