LESSON 8: THE

MATERIAL/ECONO
SELF
MIC
GROUP 8
BS CRIM 1
YA-1
QUESTIONS TO
PONDER:
What can we say about a person based on the
things that he owns?
Why do some people buy things they do not really
need? Will the world economy suffer if people buy
only the things that they need?
MATERIAL SELF PRESENTATION AND
IDENTITY
According to John Heskett, a British writer and lecturer on the economic,
political, cultural and human value of industrial design, 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. Heskett
was a professor at the Institute of Design at Illinois Institute of
Technology and taught design history and design thinking. For him,
there is a significance and function behind everyday things. He explains
that there is a subconscious effect of design in everyday life. This reflects
the personal identity wherever the person is: home, work, and restaurant
at a leisure place. Thus, design really matters from the smallest things
like toothpick, spoon and fork, the kind and presentation of food that
people eat up to the bigger gadgets, equipment and cars.
MATERIAL SELF PRESENTATION AND
IDENTITY
Roland Barthes (1915-1980) the French critical theorist,
was one of the first to observe the relationships
that people have with objects, and in particular looked
at objects as signs or things which could be decoded
to convey message beyond their practical value. In
1950s he popularized the field of Semiology (the
study of objects as signs). A sign is anything that
conveys meaning. It was Barthes who revealed that
everyday objects are not just things but a complex
system of signs which allows one to read meaning
into people and places. What people increasingly
produce are not material objects, but signs.
MATERIAL SELF PRESENTATION AND
IDENTITY
In Semiotic analysis, objects function as signifiers in the
production of meaning. For example, clothes may have a simple
functional meaning, to cover and protect the body but also double
up as a sign. They construct a meaning and carry a message,
which as a member of a culture one can understand. Barthes
argued that all things, verbal or visual, could be viewed as a kind
of speech or language. This means that objects can speak, and
even the most ordinary object might be eloquent.
MATERIAL SELF PRESENTATION AND
IDENTITY
Semiotic is the study of signs that Barthes introduced. Examine how words,
photographs, images and objects can work as a language to
communicate a range of ideas, associations and feelings. According to him, a
sign has two elements: signifier which refers to its physical form (e.g. a diamond
ring) and signified, the mental concepts it refers to (e.g. engaged to be
married). Hence, objects are not just things but are reflections of the wider lives
of communications and individuals. All these suggests that objects act as a
complex systems of signs which allow one to read meaning into people, places
and purpose. Through advertising, products become irresistible-perfumes, not
just a sweet smelling liquid but an essence of allure making it user-irresistible.
MATERIAL SELF PRESENTATION AND
IDENTITY
The things people use, own and surround themselves with
might accurately reflect their personalities. Not surprisingly, the
clothes one wears, the car one drives and the furnishing of one’s
home, are all expressions of one self, even when they act as
disguises rather than as reflections. 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
The theory of the meaning of material possessions (Dittmar, 1992,
2004) suggests that material goods can fulfil a range of
instrumental, social, symbolic and affective functions.

1. Instrumental functions relate 2. Social symbolic functions

to the functional properties
of a product. For example, a
person bought a pick-up
style of car for family and
business functions.
signify personal qualities,
social standing, group
affiliation and gender role.
For instance buying an
Iphone instead of other
mobile phones.
 3. Categorical functions 4. Self-expressive functions
refer to the extent to reflect a person’s unique
which material qualities, values or attitudes.
possessions may be used There are people who may
to communicate group represent themselves by
Example
membershipis buying or
and status. may express
collecting their with
objects favorite color
a Hello
renting a condo unit in through the Others
Kitty brand. color of their
Makati City.. accessories.

The purchase and use of material goods depends on its specific

function and oftentimes people may be reluctant to admit that material
things fulfil symbolic and affective rather than instrumental functions.
ECONOMIC SELF PRESENTATION AND
IDENTITY
Economics is defined as the study of things
that a person is lacking, of how people
make use of the things that 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 is the ability of
individuals and families to consistently
meet their needs.
ECONOMIC SELF PRESENTATION AND
IDENTITY
Economic consciousness is the result of socialization and professionalization of the
subject that acquires a particular significance in human affairs. It includes social
perceptions, attitudes, relationships, and opinions of persons/social groups about
different economic objects and phenomena (Khashchenko, 2004). Economic
identity is a psychological phenomenon that results from social categorization. For
instance, a category of economic status is whether a person belongs to the rich,
sustainable or poor sectors of society. The factors that affect the economic
identity of the individual are professional development and 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 an
important motivator of behavior. Materialism is the importance ascribed to the
ownership and acquisition of material goods in achieving major life goals. In some
cultures, a lady should wear expensive jewelery to attract a wealthy man into
marrying her. Status may increase consumption and can motivate behavior. For
instance, one will buy a flat screen tv of a known brand, with latest features merely
because it is more expensive than other models.
SYMBOLIC
MOTIVES
2. Affective Motives is a concept used in Environmental Psychology. Affect (emotions)
serves as a motivator of pro-environmental behavior. People’s emotional affinity with
nature can be a better predictor of pro environmental behavior than cognitive beliefs about
environmental issues. In relation to the economic self, affective motive, can be a basis of
the buying behaviour. 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 through the mere acquisition of it.
Anticipated affect is when a person is expecting to feel good or guilty when doing
something. Anticipated positive affect (excitement, pride, happiness) and nogative affect
(anger, sadness and frustration) are important predictors of whether to buy or not to buy
the product. This can be a strong motivator or barrier for the buying behaviour.
THE ROLE OF CONSUMER CULTURE ON THE
SENSE OF SELF AND IDENTITY
Consumer identity is the pattern of consumption that describes
the consumer. People may no longer consume goods and
services primarily because of its furictional satisfaction. This
develops the consumer culture. Consumption has become
increasingly more meaning-based; brands are often used as
symbolic resources for the construction and maintenance of
identity. Brands and products are now being used by many
consumers to express their identities.
People may construct their social identities through the
consumption of commercial brand or luxury commodities. This is
one of the basic features of people in modern era, a behaviour
that leads to consumerism.
THE ROLE OF CONSUMER CULTURE ON THE
SENSE OF SELF AND IDENTITY
Consumerism is 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. This is made possible because of the availability
of open market or technology-based market. 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
THE ROLE OF CONSUMER CULTURE ON THE SENSE
OF SELF AND IDENTITY
In buying commodities, there are instances when people tend to base their buying behaviour
on the function of goods. In most cases, how they think and feel influence their decisions,
causing them to behave in unpredictable and irrational ways. Behavioral Finance is 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.
If a person fails to choose, then that person chooses to fail. Decision making is important
when being confronted to buy something. Just like a dog who is able to catch the ball, every
time the ball is thrown, if the dog represents the person and the ball represents the things
that person wants, then there will be no end to buying. On the other hand, when a person
only buys goods because he needs them, he may feel incomplete for it lacks the joy buying
for wants provides the person. Thus, Behavioral Finance tries to provide answers to these
interesting facets of consumer behaviour.