Philosophy of Self: William James' Perspective

Material Self and Identity

• Our material self exists within a material world, with possessions serving as extensions of ourselves (William James).
• The hierarchy of the material self includes:
  • The body as the innermost aspect of self.
  • Clothing as an important identifier of self, influencing how we perceive ourselves and others' perceptions.
  • Immediate family, as their life events significantly impact our emotional states and sense of identity.
  • Home, emphasized by Dorothy's quote in The Wizard of Oz, represents a safe and essential part of one’s identity.

Influence of Consumption on Self-Perception

• Daily consumption is influenced by external factors, including social media and peer comparisons.
• Wiest (2018) posits that dissatisfaction with current possessions leads to a perpetual search for more, as “nothing will ever be enough.”
• The Diderot Effect, named after Denis Diderot, describes the cycle of purchasing complementary items to achieve a desired self-image.

Role of Advertising and Consumer Behavior

• Advertisements manipulate consumer perception through denotation (literal meaning) and connotation (associative meaning).
• Consumer behavior is influenced by several psychological factors:
  • Motivation
  • Perception
  • Learning
  • Memory
  • Personality
  • Attitude

Buyer Decision Process (Kotler)

• Problem Recognition: Identifying the need or desire to purchase an item.
• Information Search: Researching available options, often influenced by recommendations.
• Evaluation of Alternatives: Assessing different possibilities and their attributes.
• Purchase Decision: Emotional considerations impacting the final choice, including indecision.
• Post-Purchase Behavior: Reflecting on satisfaction or disappointment after a purchase.

Semiotics of Consumption

• Signifier: The physical representation that conveys meaning, which can include phrases, sounds, or images.