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THE

SELF
Slide 4 “Knowingly or unknowingly,
intentionally or
unintentionally, we regard our
POSSESSIONS
as parts of ourselves”
Beck 1988

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our BEHAVIORS are influenced by

WHAT WE HAVE as well as by

WHAT WE WANT TO HAVE.

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Slide 20 THE AUDI A8 IN SILVER WAS

MADE FOR A SHEIK....

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MATERIAL/ECONOMIC SELF is the
dimension which centers on
PEOPLE’S POSSESSIONS

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Trentman, 2016
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ITALY-1497

expensive foreign
TAPESTRIES and
BOARD GAMES were
burned

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it wasILLEGAL to give
more than 6 SPOONS and 6
FORKS to a NEWLYWED
COUPLE

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WOMEN in GERMANY
18th century

were punished for wearing STYLISH

NECKERCHIEFS
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CASPAR BARLAUS POLYMATH: 1630s-NETHERLANDS
 advocated the benefits of trade
 ECONOMIC PURSUIT was
essential in appreciating NOVEL
THINGS

Slide 35 “GREEDY APPETITES”

propel individuals to be ROBERT BOYLE
ANGLO-IRISH INVENTOR, PHYSICIST, CHEMIST, AND PHILOSOPHER: 1630S

HARDWORKING and
CURIOUS HAVING A
MULTIPLICITY OF
DESIRES”
made humans in awe of GOD

HUME
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PHILOSOPHER: Enlightenment Period - 18th century

attaining MODERATE
LUXURIES is actually
helpful for the
economy & culture
Slide 37
WILLIAM JAMES
American psychologist : “MATERIAL SELF (1980) “
if a person’s
POSSESSIONS
GREW, he would
feel SUCCESSFUL
or he would feel
like a part of
himself DYING

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BUDDHISM
EASTERN CULTURE
AND SHINTOISM
acknowledge the importance
of goods by envisaging a

CONNECTION
between SPIRITS and
OBJECTS

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PERSPECTIVE
our

PERCEPTIONS of
OURSELVES
and others have been

INFLUENCED
by WHAT CAN BE POSSESSED
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I SHOP, THEREFORE I
AM; I HAVE THEREFORE,
I AM?

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FACTORS INFLUENCING
PURCHASING BEHAVIOR

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FACTORS INFLUENCING
PURCHASING BEHAVIOR
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FACTORS INFLUENCING PURCHASING BEHAVIOR

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GEOGRAPHICAL GROUP
 People from a CERTAIN
AREA tend to prefer
buying certain products

a number of FILIPINOS may want to buy shoes made in foreign

countries as compared to domestically-made ones.

WEALTH/INCOME
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 Individuals who have the

FINANCIAL CAPACITY
to splurge on shopping
sprees often buy more
expensive items
Slide 46
EDUCATION
 people who have HIGHER EDUCATIONAL LEVELS
would like to evaluate a product’s worth from various
angles first before buying.

educated individuals have more information or would like

to seek more information regarding an item specially
when it is very valuable.

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OCCUPATION prioritize spending
on things that are
most likely relevant
to their sources of
income.

TEACHER: would invest on a high-quality laptop

PIANIST: would invest on an organ with a reputable brand

FAMILY
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 RELATIVES’ OPINIONS can be very vital

in purchasing a product
 ROLE IN THE FAMILY often influences
decisions

a BREADWINNER would
less likely pay much attention
to luxurious items
 PEERS
Slide 49 one way to be socially
accepted is by HAVING
SOMETHING THAT
MAJORITY OF THE
may lead to MEMBERS HAVE or by
IMPULSIVE
owning the most popular
BUYING and
and expensive gadget
other related
shopping
behaviors.

AGE
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OLDER PEOPLE
go over their
DECISIONS
several times before
buying something

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PERSONALITY AGREEABLENESS
people who have HIGH LEVELS of

( very friendly, warm, tactful, and optimistic)

would most likely BUY
PRODUCTS or PAY FOR
SERVICES
.. they are “too kind” to
refuse sales agents
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SHAPING THE WAY, WE SEE OURSELVES:

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CONSUMER
someone who
BRANDS and various
possessions to
COMMUNICATE our
buys services or SENSE OF SELF
products for someone who places to others
personal use too much value on objects
may feel DEVALUED if he
cannot own the latest
products.
ERGO

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SELF - IMAGE CONGRUITY
Sirgy (1982) PRODUCT-IMAGE CONGRUITY

the process of how consumers purchase products that

symbolize their self-concepts.

OBJECTS may have most people would

particular prefer to buy products
PERSONAL that are CONGRUENT to
MEANINGS their SENSE OF SELF.
and IMAGES.
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RESEARCHES ON
CONSUMER
BEHAVIOR AND
SELF-IDENTITY:

Slide 56 INDEPENDENT SELVES ARE MORE SALIENT

(White, Argo, & Sengupta, 2012)
- buy identity-linked products when we feel the need to belong to a
certain group
 a teen who does not want to feel “left-out” may beg his parents to
buy him the newest gadget which his friends already have.

 INDEPENDENT SELF IS MORE ACTIVE

, an individual is more likely to dissociate from identity-linked products

 someone who does not want to be identified as one of the “clichés”

would assert how self-worth by being differen
 he would not buy the latest gadget since standing-out from the crowd
would make him feel better about himself.

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choosing a WELL- Buying a highly aesthetic
DESIGNED PRODUCT product BOOSTS our
AFFIRMS our value for
BEAUTY which in turn SELF-ESTEEM
Townsend, & Sood, 2012.
MAKES GOOD
ABOUT OURSELVES.
Slide 58  Risky consumption, particularly SMOKING is correlated with SELF-
CONCEPT DISCREPANCIES (Hamilton, & Hassan, 2008).

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ADVERTISING ON BODY IMAGE

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Slide 62 TOP 10 RICHEST FILIPINO TEEN STARS

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Slide 64 THE POWER OF MASS MEDIA LED TO THE CONCEPT OF

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Its influence is very widespread as the messages reach a large number of people
through newspapers, billboards, radio, internet, social media

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Slide 67 PRODUCT AND BRAND IS LINKED
TO A CERTAIN

FAVORED
CELEBRITY

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MANY OF US MAY
ACT AND AIM TO BE
SOMETHING OR
SOMEONE SIMPLY
BECAUSE OF
PRODUCTS AND
SERVICES

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Most companies use

“PERFECT”
CELEBRITIES
to market their products

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MODELS ARE NOT HOW THEY LOOK LIKE IN REAL LIFE

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AS YOUNG MINDS ARE OFTEN

IMPRESSIONABLE, THEY OFTEN SEEK TO
LOOK LIKE THESE “UNREAL” MODELS

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A WIDE GAP
BETWEEN THE
IDEAL AND REAL
BODY IMAGE IS
MOST LIKELY TO
START FROM A
VERY EARLY AGE

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Slide 81 FOR A HEALTHIER SELF-CONCEPT

MASS MEDIA
SHOULD EXHIBIT
MORE REALISTIC
ROLE MODELS.
Slide 82 FOR A HEALTHIER SELF-CONCEPT

A beautiful body
is NOT exactly a thin
physique BUT a

HEALTHY ONE

Slide 83 FOR A HEALTHIER SELF-CONCEPT

Instead of aiming for “model-like”
physical structures…

AIM TO TAKE CARE OF OUR

BODIES BY ADAPTING
HABITS THAT PROMOTE

WELLBEING