The Material Self

William James stated that humans have a material self that pertains to everything that one can claim theirs. Thus, this refers to anything that belongs to a person and who or what a person belongs to, such as their body, family, clothes, and money. 

To understand the impact of materiality to humans is an important aspect of understanding how a person perceives and values themselves and their relationship to society.

The slogan "I shop, therefore I am." produced in 1987 by Barbara Kruger who primarily dealt with consumerism and feminism. Through this, she made a statement about man's material consumption.

CONSUMER CULTURE ON OUR SENSE AND THE MATERIAL SELF

Consumers are people who purchase and/or use economic goods. It involves searching for options, acquiring, and disposing.

Consumer Culture - refers to the behavior and traditions found in human societies. It involves humans establishing certain norms and practices as consumers of goods and services.

1. Some people envy those with higher social status for having a higher capacity to buy goods that they desire.

2. Rich people or people with higher status constantly change their consumption habits to continue having a distinguished image in society.

3. Consumer's choice of products reflects how they see their current selves or what they aspire to be.

4. Consumers choose products they value the most, provided they are presented with varied options.

5. A person's choice of products may represent their feelings, aspirations, and personality.

6. The choice of products and services may reflect originality and send a message regarding one's status.

7. Certain individuals consider shopping and consuming services as leisure activities because of their wealth and freedom to choose.

Fast-paced innovations in media and the internet have made advertisements easily accessible to consumers. The result of online shopping results in a wider audience due to the convenience of making a purchase with the click of a button.

Culture is essential to consumption and identity. Its impact and influence subtly penetrate human consciousness from past to present. The idea of consumerism as attractive and enticing makes people desire to have more, thereby making people think that they want more than what they already have.

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