Understanding of Extended Self
Extended self may be considered to seem to be good. However, at some point, it may be regarded as a bad habit as individuals are at some point driven to purchase things they may not have budgeted for. The extended self is highly dependent on the individual using it, and the forms that create the extended self are not intentional and active.
Possession as an Extended Self
Introduced by James(1890), this idea has helped us understand the self. An individual possession as an extended self can be distinguished into two main categories. The self-as-object corresponds to “Me,” and the self-as-subject corresponds to “I.” The “Me” refers to knowing self as an object with experience, and the “I” refers to understanding the self as a subject of experience. Self as an object valid categories include physical objects and cultural artifacts. These are the perceptions, conceptions, beliefs, and values one holds about oneself, whereas self as a subject is beliefs that determine what happens to individual achievements, what happens to an individual, and the ability to think about oneself.
How Possessions Became an Extended Self
This research interviewed three consumers. The first consumer said that electronic devices, especially a laptop and smartphones, have become part of his extended self. He added that those devices were so much into him that he could not go for an hour without using them or particularly one of them. He acknowledged that not using them for up to a day hour makes him stressed and worried. In addition, he added that this concept makes him buy a new device available in the market without even planning.
The second consumer acknowledged that clothing, particularly Adidas designs, has become part of him. The respondent acknowledged that these designer clothes being part of her extended self, make her purchase new designs available in the market without even planning. In addition, she added that she is willing to borrow money from any financial institution or close friend to buy new designs and try them out.
The third consumer, like the first respondent, concurred that electronic devices, especially mobile phone device, has become part of his extended life. He agreed with the thought that he is so much connected to his extended self that it does not compel him to buy new devices without planning. He suggested that on buying a new device, he first has to consider his financial status and then plan earlier before he makes any move.
In comparison, the first and third consumers had the same similarities. Both agreed that electronic devices had become part of their extended self. The second consumer, though differed from the first and third consumers, acknowledged that clothing had become a great part of her extended life. Though the first and third consumers though had possession of electronic devices, the first consumer acknowledged that this concept makes him buy new devices without planning. The second consumer differed with him as he said that he had first to plan at an early time. The third consumer agreed that clothing is part of her extended self. This perception drives her to try out new outfits making her purchase new clothes without even planning. Her obsession with Adidas designs makes her dislike other brands and always convinces her friends to always try out Adidas designs.
Marketing Manager and Implication for Marketers
A manager should have the ability to cope and solve problems throughout marketing by recognizing issues, assessing all the situations, and coming up with solutions that save money and time. With good communication skills, patience, and sensitivity to customers, the marketing manager will honor the ideas of the consumers hence mutual satisfaction (Messinger et al., 2019).
The implications for marketers will ensure that the consumers are happy with the services and products they purchase.
References
Candiotto, L., & Piredda, G. (2019). The affectively extended self. A pragmatist approach. Humana. Mente. Journal of Philosophical Studies, 36, 121-45.
Holiday, S., Norman, M. S., & Densley, R. L. (2020). Sharenting and the extended self: self-representation in parents’ Instagram presentations of their children. Popular Communication, 1-15.
Hsu, C. C., Kung, C. H., Jheng, J. J., & Chang, C. Y. (2019). Unsupervised distance learning for extended self-organizing map and visualization of mixed-type data. Intelligent Data Analysis, 23(4), 799-823.
Messinger, P. R., Ge, X., Smirnov, K., Stroulia, E., & Lyons, K. (2019). Reflections of the extended self: Visual self-representation in avatar-mediated environments. Journal of Business Research, 100, 531-546.
Volpatti, L. R., Matranga, M. A., Cortinas, A. B., Delcassian, D., Daniel, K. B., Langer, R., & Anderson, D. G. (2019). Glucose-responsive nanoparticles for rapid and extended self-regulated insulin delivery. ACS nano, 14(1), 488-497.