THE MATERIAL

SELF
• A persons, tangible possessions like his or her car, house, clothes, even
family and friends make up his or her material self. Regardless of how little a
pesons owns materially, he or she will always strive to acquire more because
material possessions are usually a reflection of person’s success or failure.
• Many people work to earn money not just to buy basic necessities like food,
clothes, shelter and the like. People also spend money to buy material things
that will bring them comfort, convenience and pleasure. Some people buy
things to earn admiration, praise and recognition from other people while
extensions of their identities.
*SHOP THEREFORE I AM

Identities can be reflected on the possessions that people have.

Some research are identified and drawn upon developing this concept, which the
concept is form consumer behavior, people need to gain some understanding of the
meanings that consumer attach to possessions. People should first recognize that
possessions, intentionally or unintentionally, regard these as parts of themselves.
As Tuan (1998) argues, “ our fragile sense of self needs support possess,
“ This prenise regarded possessions are part of self of a person that is not a new
concept.