LESSON 3: THE MATERIAL / ECONOMIC SELF communicate group membership and status.
(ex: renting a condo unit in makati)
JOHN HESKETT - A British writer and lecturer
on the economic, political, cultural and human SELF-EXPRESSIVE FUNCTIONS – reflect unique
value of industrial design, design combines qualities, values or attitudes. Others may
need and desire in the form of a practical represent themselves collecting objects with
object. Hello Kitty Brand. Or express their fav color
through their accessories.
For him, there is a significance and function
behind everyday things. There is a subconscious ECONOMICS – defined as the study of things
effect of design in everyday life. This reflects the that a person is lacking, of how people make
personal identity wherever the person is. use of the things that they have, and of making
the right decisions. It is the condition of the
ROLAND BARTHES – A French critical theorist,
person, group or region as regards to material
one of the first to observe the relationships that
prosperity.
people have with objects, looked at objects as
signs or things which could be decoded to Economic Self Sufficiency – is the ability of
convey message beyond their practical value. individuals and families to consistently meet
their needs.
A SIGN is anything that conveys meaning.
Economic Consciousness – is the result of
SEMIOTIC – study of signs
socialization and professionalization of the
SEMIOTIC ANALYSIS – objects functions as subject that acquires a particular significance in
Signifiers. For ex. Clothes: to cover or protect human affairs.
the body.
Includes social perceptions, attitudes,
SIGN HAS TWO ELEMENTS relationships and opinions of persons/social
groups about diff. economic objects &
SIGNIFIERS – which refers to its physical form phenomena
(ex: diamond ring)
Economic Identity – is a psychological
SIGNIFIED – the mental concepts it refers to (ex: phenomenon that results from social
engaged to be married) categorization. (rich, sustainable, poor sectors)
THEORY OF THE MEANING OF MATERIAL SYMBOLIC MOTIVES
POSSESSIONS (DITTMAR 1992-2004)
STATUS – the extent to which people believe
INSTRUMENTAL FUNCTIONS – relate to the they can derive a sense of recognition or
functional properties of a product. (ex: bought achievement from owning and using the right
pick-up car for business functions) kind of product, can be an important motivator
SOCIAL SYMBOLIC FUNCTIONS – signify of behavior.
personal qualities, social standing, self- MATERIALISM – is the importance ascribed to
affiliation, and gender role. (ex: buying Iphone the ownership and acquisition of material goods
instead of androids) in achieving major life goals.
CATEGORICAL FUNCTIONS – refer to the extent AFFECTIVE MOTIVES – is a concept used in
to which material possessions may be used to Environmental Psychology. Affect (emotions)
serves as a motivator of pro-environmental
behavior. (people buy the goods not only
because they think they need it but more so
because of the joy/happiness (affect) buying the
goods provide through acquisition of it)
ANTICIPATED AFFECT – is when a person is
expecting to feel good or guilty when doing
something. Anticipated Positive Affect
(excitement, pride, happiness) and negative
affect (anger, sadness, frustration)
CONSUMER IDENTITY – is the pattern of
consumption that describes the consumer.
Consumption has become increasingly more
meaning-based; brands are often used as
symbolic resources for the construction and
maintenance of Identity. (Brands)
CONSUMERISM – is the preoccupation with and
an inclination towards the buying of consumer
goods. Also based on the theory that an
increasing consumption of goods is
economically desirable.
By CHOICE or COMPULSION people respond to
goods and services based on people’s
assumptions that is associated to their social
identities.
BEHAVIORAL FINANCE – is a new field that
combines behavioral and cognitive
psychological theory with conventional
economics and finance to provide explanations
for why people make irrational financial
decisions. (SALE EXAMPLE)
