U N P A C K I N G T
H E S E L F
MATERIAL SELF REPRESENTATION CONSUMPTION
AND IDENTITY The word” consume” describes as” use up, to
John Heskett British writer, lecturer spend wastefully, to destroy”. Thus the opposite
“Design combines “need” and of consumption would be to “create, save,
“desire” in the form of a practical make and build”
object that can also reflect the CONSCIOUS CONSUMPTION
user’s identity and aspirations It is a social movement that based around
through its form and decoration.” increased awareness of the impact of
Roland Barthes(1915-1980), French critical purchasing decisions in the environment and
theorist the consumer health and life in general.
Was one of the first to observe CONSUMER BEHAVIOR
the relationship that people -the study of how individual customers, groups
have with objects and in or organizations select, buy, use, and dispose
particular looks at objects as ideas, goods, and services to satisfy their needs
sign or things which could be and wants.
decoded to convey message FACTORS INFLUENCING CONSUMER BEHAVIOR
beyond their practical value. PSYCHOLOGICAL FACTORS
Semiotic analysis, object function as signifiers in Psychological factors can be influenced by
the production of meaning. the present situation, perception of needs and
Semiology- Study of objects as sign problems, the ability to process information
Sign- anything that conveys meaning and their individual attitude.
Two elements of sign: Personal factors
A) Signifier- which refers to its physical form Personal factors are governed by an
B) Signified- the mental concepts it refers to. individual’s personal choices and preferences,
interests, likes and dislikes.
“MATERIAL POSSESSIONS” Socio-Cultural factors
-Instrumental functions relate to the functional Social class, income, living society, company
properties of product. an individual keeps; workplace, etc. can have
-Social symbolic functions signify personal a major effect on consumer behavior.
qualities. Social standing, affiliation and gender IDENTITY AND CONSUMER CULTURE
role.
IDENTITY
-Categorical functions refers to the extent to
Symbolic construction
which material possession may be used to
Image of ourselves
communicate group membership and status.
Dynamic
-Self-expressive functions reflect a person’s
Contextual
unique qualities, values or attitudes.
THE ROLE OF CONSUMER CULTURE ON CONSUMER CULTURE
- The act of buying goods or services is a cultural
THE SENSE OF SELF AND IDENTITY activity, one imbued with meaning and driven
Consumer Identity- the pattern of consumption not just by protected or economic practices.
that describe the consumer.
Brands and product are now being used by PROBLEM WITH CONSUMERISM
many consumers to express their identities. • Environmental degragation
• Moral degragation
CONSUMERISM
• Higher debt levels
-Is the pre occupation with an inclination
• Mental health problem
towards the buying of consumer goods.
H E S E L F
MATERIAL SELF REPRESENTATION CONSUMPTION
AND IDENTITY The word” consume” describes as” use up, to
John Heskett British writer, lecturer spend wastefully, to destroy”. Thus the opposite
“Design combines “need” and of consumption would be to “create, save,
“desire” in the form of a practical make and build”
object that can also reflect the CONSCIOUS CONSUMPTION
user’s identity and aspirations It is a social movement that based around
through its form and decoration.” increased awareness of the impact of
Roland Barthes(1915-1980), French critical purchasing decisions in the environment and
theorist the consumer health and life in general.
Was one of the first to observe CONSUMER BEHAVIOR
the relationship that people -the study of how individual customers, groups
have with objects and in or organizations select, buy, use, and dispose
particular looks at objects as ideas, goods, and services to satisfy their needs
sign or things which could be and wants.
decoded to convey message FACTORS INFLUENCING CONSUMER BEHAVIOR
beyond their practical value. PSYCHOLOGICAL FACTORS
Semiotic analysis, object function as signifiers in Psychological factors can be influenced by
the production of meaning. the present situation, perception of needs and
Semiology- Study of objects as sign problems, the ability to process information
Sign- anything that conveys meaning and their individual attitude.
Two elements of sign: Personal factors
A) Signifier- which refers to its physical form Personal factors are governed by an
B) Signified- the mental concepts it refers to. individual’s personal choices and preferences,
interests, likes and dislikes.
“MATERIAL POSSESSIONS” Socio-Cultural factors
-Instrumental functions relate to the functional Social class, income, living society, company
properties of product. an individual keeps; workplace, etc. can have
-Social symbolic functions signify personal a major effect on consumer behavior.
qualities. Social standing, affiliation and gender IDENTITY AND CONSUMER CULTURE
role.
IDENTITY
-Categorical functions refers to the extent to
Symbolic construction
which material possession may be used to
Image of ourselves
communicate group membership and status.
Dynamic
-Self-expressive functions reflect a person’s
Contextual
unique qualities, values or attitudes.
THE ROLE OF CONSUMER CULTURE ON CONSUMER CULTURE
- The act of buying goods or services is a cultural
THE SENSE OF SELF AND IDENTITY activity, one imbued with meaning and driven
Consumer Identity- the pattern of consumption not just by protected or economic practices.
that describe the consumer.
Brands and product are now being used by PROBLEM WITH CONSUMERISM
many consumers to express their identities. • Environmental degragation
• Moral degragation
CONSUMERISM
• Higher debt levels
-Is the pre occupation with an inclination
• Mental health problem
towards the buying of consumer goods.
