MATERIAL SELF
CONSUMER CULTURE AND CONSUMERISM
 "Father of American psychology”
 He wrote the book, Principles in
Psychology
MATERIAL JAMES BY WILLIAM JAMES
o William James define material self as an
objects, people or places which can be
easily seen or recognized that carry the
designation my or mine.
o These are the things that we are the most
deeply affected by because of our
investments of self within these things.
ROLE OF MATERIAL POSSESSION IN OUR
SELF AND IDENTITY
- Representation of who we are like our
status.
- The more we believe we possess or
are possessed by an object, the more a
part of self it becomes.
- Symbolize and reflect personal
characteristics as well as group
affiliation
- Reminders and confirmers of our
identity
CONSUMER CULTURE
- A culture where social status, values,
and activities are centered on the consumption
of goods and services
- It created a particular relationship
between the consumer and the goods
or services he or she uses or
consumes.
- It plays role in contributing to the
process of identity formation where
they appropriate the goods they buy
to their self.
CONSUMERISM
- Consumerism is the theory which
states that a country that consumes
goods and services in large quantities
will be better off economically.
- It is the human desire to own and
obtain products and goods in excess
of one's basic needs.
ADVANTAGES of CONSUMERISM:
- Improve the economy when they
consume and spend more in buying
goods.
- It also leads to more spending and a
better standard of living.
DISADVANTAGES of CONSUMERISM:
- Worsen the income inequality
between the needs and wants of a
buyer.
- It will also lead to the excess spending
and place heavy demands on Earth’s
natural resources.