The Consumer Culture and the Material Self PDF

THE CONSUMER CULTURE AND THE MATERIAL SELF  THE CONSUMER CULTURE The idea that a person's identity is based on what products they buy  Needs/Arousal According to Recognition Philip Kotler (1980), there Information...

THE CONSUMER CULTURE AND THE MATERIAL SELF  THE CONSUMER CULTURE The idea that a person's identity is based on what products they buy  Needs/Arousal According to Recognition Philip Kotler (1980), there Information Search are five stages in the so Evaluation Behavior called "Buyer Decision Purchase Decision Process: Post-purchase Feelings  NEEDS/AROUSAL RECOGNITION The buying process begins when a consumer realizes that they have need.  INFORMATION SEARCH The buying process begins when the customer starts looking for information that will help them solve their problem. EVALUATION BEHAVIOR The customers may start reflecting on what they learned or discovered. They begin to evaluate their options to determine which is the best solution for their problem.  PURCHASE DECISION The customer is ready to pull the trigger and make a purchase. They have made their decision about which product, service, brand, or solution is best for them, and they are ready to buy.  POST-PURCHASE FEELINGS The customer has made a purchase. But doesn't mean the customers journey is complete. Now is the time when customer reflects on whether they made the right decision. THE MATERIAL SELF 10 THE MATERIAL SELF The material self, according to William James, pertains to the objects, places, or even people which have the label "mine".  TWO PARTS OF MATERIAL SELF BODILY SELF EXTRACORPOREAL SELF - basically our - Extended Self, it includes all of the people, places and body, our own things that we regard ours. It image, as we as can also referred as a person possession. (Rosenberg , 1979) COMPOSITION OF MATERIAL SELF Fauget University | 2024  BODY Inner most part of our material self Intentionally, we invest in our body We strive to make sure that this body functions well and good.  CLOTHES The fabric and style of the clothes we wear bring sensations to the body and can affect our attitude and behavior. Clothing is a form of self expression We choose and wear clothes that reflect our self  IMMEDIATE FAMILY These people are likely to shape and influence the development of self identity Our siblings and parents hold a great important part of our self. What they do or become affects us  HOME It is earliest nest of our selfhood Our experiences inside the home were recorded and marked on particular parts and things in our home  WE ARE WHAT WE HAVE Russel Belk (1998) posts that “...we regard our possessions as part of ourselves. We are what we have and what we posess.” THANK YOU