CONSUMER BEHAVIOR -GROUP 06[1]

CONSUMER BEHAVIOR : 

CONSUMER BEHAVIOR Prof. Dr. BENOIT HELBRUNN GROUP 6: NGuyỄN HỮU CHIÊU THOA NGUYỄN ĐĂNG LÂN LÃ NGÔ MINH THU NGUYỄN THÀNH LÊ TRẦN LÊ DUNG NGUYỄN THU HÀ LỮ THU PHƯƠNG CFVG MBA 17

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POSSESSION & EXTENDED SELF Russell. W. Belk

POSSESSION & EXTENDED SELF : 

POSSESSION & EXTENDED SELF 1.INTRO                                                         2.EVIDENCES                                                3.FUNCTIONS OF EXTENDED SELF                4.PROCESSES OF SELF-EXTENSION        5.SPECIAL CASES OF EXTENDED SELF          6.SOME IMPLICATIONS OF EXTENDED SELF    7.CONCLUSION

1. INTRO : 

1. INTRO This Article: via 4 main Sections examines the relationship between possessions and sense of self. helps us understand consumer behavior helps us learn how consumer behavior contributes to our broader existence as human beings

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Hollow hands clasp ludicrous possessions because they are links in the chain of life. If it breaks, they are truly lost”, Dichter 1964 “a man's Self is the sum total of all that he CAN call his, not only his body and his psychic powers, but his clothes and his house, his wife and children, his ancestors and friends, his reputation and works, his lands, and yacht and bank-account. All these things give him the same emotions”, William James 1890

2. EVIDENCES : 

2. EVIDENCES Possessions in Self-Perception Research The extended includes external objects, personal possessions, persons, places, and group possession, body parts, vital organs... (which as “me” and also which as “mine”) Between what a man calls me and what he calls mine the line is difficult to draw. We feel and act about certain things that are ours very much as we feel and act about ourselves. Our fame, our children, the work of our hands, may be as dear to us as our bodies are (James – 1890) External objects become viewed as part of self when we are able to exercise power or control over them, just as we might control an arm or a leg. The greater the control we exercise, the more closely allied with self the object should become. (McClelland - 1951)

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Loss of Possessions Possessions are viewed as part of self => Unintentional loss of possessions are a loss or lessening of self. Damage the sense of self derived from the attachment to home and neighborhood. Functions and property of individual are taken over by institutions such as government and school With young American males, car is a part of their extended selves and ego ideals (Niederland and Sholevar – 1981) The trauma isn’t present in voluntary disposition of possessions, we gladly neglect or dispose of possessions that are inconsistent with our image of self. But involuntary disposition (disposition is forced) will bring sorrow. Along with body loss, object loss is the fountainhead of creativity. Self-restoration follows among primary reactions.

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Investing Self in Objects: Nature basic of private property: We own ourselves. Therefore we own our labor. Therefore we own what we produce from our labor out of the unowned material of nature. We invest “psychic energy” in an object to which we have directed our effort, time and attention => those products are part of self because they have grown or emerged from the self. Some researches: Practice of burying the dead with their possessions. Possessions survive even death suggest a strong association between self and possessions. Contemporary consumption also shows that the feeling of identity invested in material objects can be extraordinarily high .

3. FUNCTIONS OF EXTENDED SELF : 

3. FUNCTIONS OF EXTENDED SELF Function - Self Versus Environment Infant: unable to distinguish self from the environment. Distinction: Controlled objects seen as self while uncontrolled objects seen as environment. Sense of self developed by learning to actively control objects. Person-object relationships

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Function - Self Versus Others Value of things to own is far from intrinsic. Open field of rivalry: others have or want the object. The rivalry aspects of possessions: 85% of infants’ object-oriented interactions with peers involved conflict about retaining possession. relationships with objects are always three-way (person- thing-person); parents‘ control of their children's material possessions: a means of bringing about desired behaviors.

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Adolescence and Adulthood Identity seeking by adolescents: acquiring and accumulating selected consumption objects. In later teenage years: more possessions that reflect skills or level of manipulation or control. Social power and status: reasons for 40- to 50-year-olds to own personal possessions. Favorite objects by young couples: those that reflect their future plans and goals. Favorite objects by older couples: those that relate to their experiences together.

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Old Age. Happier with mementos/ remembrances: Postretirement-age persons Possessions most treasured: photographs, athletic trophies, and mementos. Selves to be extended beyond deaths: Many attempting through: their children, The belief in a life after death, someone's works identification with experiential transcendence

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Possessions and the Sense of Past Possessions : convenient means of storing the memories and feelings that attach our sense of past. The older person scans the past for evidence that he once was competent, once was loved, once commanded respect. Handcrafted item preferred to the mass-produced item: longer to create i.e., more of others' selves were invested in it . As we seek to 'extend our selves by incorporating or owning certain objects, we may still seek the sympathetic magic (contagion) of possessions that retain a part of the extended self of valued others

4. PROCESSES OF SELF-EXTENSION : 

4. PROCESSES OF SELF-EXTENSION 3 ways of incorporating Possessions into the Extended Self Appropriating or controlling an object for personal use, giving possession to others Having an object and incorporating it into self by creating it, buying an object Make objects become a part of self is by knowing them by inspiring the desire to have the object: object can be a person, place, or thing

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Contamination Symbolic contamination, not medical germ; Violation of one’s personal space Touching & bodily contact Glancing, looking, and staring Nose pollution Taking to/ addressing one Body excreta: Corporeal excreta (foods particle, blood, semen, vomit…), odor, body heat, marking left by the body

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Maintain multiple level of self The share of symbolic meaning for different goods among the collectivities, group members, or members in the family…  show the relationship Ownership: house, car, land… is also a part of extended self Life style: clothes, accent, grooming, and jewelry  express the person belong to which group

5. SPECIAL CASES OF EXTENDED SELF : 

5. SPECIAL CASES OF EXTENDED SELF Several unique cases includes: Collections Money Pets Other people Body parts

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COLLECTIONS Cultivation of a collection is a purposeful self-defining act Collection is to be seen as more a part of one’s self than are isolated consumption items because of the purposefulness and the commitment of time and energy spent in developing a collection. Collections => compulsions Active collectors => addicts.

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MONEY Psychiatric patients equated money with their in-most being. Money is endowed with magical powers. Positive correlation between the sexual potency of businessmen and the level. It is commonly seen as a symbol of success and power Those with higher incomes report higher levels of self-esteem, subjective happiness and satisfaction in life Miserliness as a vain attempt to collect security Compulsive bargain hunting as an attempt to restore a sense of personal adequacy among oral personality types. Or compulsive gambling is seen as another pathological use of money to seek an illusive happier self.

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PETS Pets are regarded commonly as representative of self and we attempt to infer characteristics of people from their pets. “LOVE ME LOVE MY DOD” Just as cannibalism is taboo, eating pet or even animal that is likely to be thought as a pet in a particular culture is taboo. Similarly, in the West, we eat pigs, but not dogs, while in ancient Polynesia where pigs were pets – the opposite was true Some relationship between personality and choice of pets does exist in fact Male nonowners had greater feeling of well-being than male owners of pets Pet owner have lower ego strength than nonowners, Pet owners like people less than do nonowners => Pets become a part of extended self, it is unclear that whether pet ownership brings about such self-image problems or results from them.

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BODE PARTS Body parts are among the most central parts of the exended self => called cathexis. Cathexis involves the charging of an object, activity or idea with emotional energy by the individual The self-acceptance is reflected in the concept of cathexis which has been applied to body parts and it is known, for ex., women generally cathect body parts to a greater degree than men. Our body parts are expected to be more strongly cathected than material possesions that can be more easily acquired and discarded.

6. SOME IMPLICATIONS OF EXTENDED SELF : 

6. SOME IMPLICATIONS OF EXTENDED SELF Vicarious Consumption One can vicariously consume through other family members, so that consumption that enhances their extended selves enhances one's own extended self, of which they are a part. Gift-Giving The only reason we help or act generously toward another human being is because this helps ensure our own welfare. If we help another, we can feel more confident that this other will help us if and when we are in need. Research on such issues may help to extricate consumer research from the narrow perspective that consumer behavior involves exchange as a sole means of product and service acquisition.

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Care of durable Possessions A relationship should exist between incorporation of an object into one's extended self and the care and maintenance of the object. The more an object is cathected into one's extended self, the more care and attention it tends to receive.  Organ Donation Research Those organs generally seen as more central to identity, sacred, emotional, mysterious, and not well understood such as eyes, brain, and heart are less likely to be approved for removal by surviving relatives.  Those who are more materialistic (i.e., who attach more importance to possessions) see body organs as more central to their identities and are less willing to part with them.  Product Disposition and Disuse Material possessions forming parts of our extended selves seem to form an anchor for our identities that reduces our fear that these identities will somehow be washed away.

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Role of extended self in generating the meaning of life The possessions incorporated in extended self serve valuable functions to healthy personalities. One such function is acting as an objective manifestation of the self. Possessions are "good for thinking." Individual, family, communities, nations, and other group levels of self constituted via personal archive, museum, monuments, buildings, books, music, and other created works providing a sense of community essential to group harmony, spirit, and cooperation. In addition, natural wonders can be incorporated into extended self such that we enhance feelings of immortality and having a place in the world. Consumption provides meaning in life, Consumption is a central facet of contemporary life

7. CONCLUSION : 

7. CONCLUSION Section 1: considers various evidences that possessions are an important component of sense of self Section 2: explains what functions the extended self serves Section 3: examines several processes involved in self-extension Section 4: focuses on a number of special categories of possessions that are commonly incorporated into the sense of self

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THANK YOU FOR YOUR ATTENTION