Property psychology: why we perceive things as an extension of our own identity
William James once said: "Man is the sum of all that he can call his own." It's true that human identity is much more fluid than we think and it's often difficult to catch it, especially because we are shaped by other people, external events and complex internal processes.
What about the materialistic side of this story? Why do we often perceive things as an extension of our own identity?
The relationship we are building with things:
People are tied to things they own, whether it's clothing, furniture, art, various decorations and little things, or tech devices. Each of the objects that we consider to be our personal property, and in particular those dear to us, we invest emotionally and sentimentally.
It is interesting that our relationship with things begins in infancy. Jean Piaget, a Swiss developmental psychologist best known for his theory of cognitive development, noted that even newborns showed a tendency to tie themselves to certain things, like blankets or toys.
In adolescence, different subjects get the value of the initiation symbols, and they are clearly associated with them. This may be about self-selected clothing items that express the attitude or affiliation to a particular social group, or about buying the first car.\
The emotional value of an object overrides the monetary value of an object throughout the life of a person. Let's take as an example the following hypothetical situation: you inherited from the late grandfather wristwatch. Objectively speaking, this watch as a buyer is not worth much. However, it has an indescribable, almost magical value for you, because it is an object that you once possessed by a close person, who now reminds you of the nice moments that you have spent with.
Status symbols and creative expression of identity and personal values
Objects that people like and possess are often in the function of status symbols. What will be a status symbol in many depend on the culture in question, but in the context of modern Western civilization - it is most often a kind of luxury goods that functions as an indicator of economic power. These can be expensive cars, yachts or spacious estates, or luxurious premium quality items marked with a recognizable brand.
In addition, by purchasing certain items, people establish control over their own reputation and image, because they communicate through them about who they are and what values they have. Brands who know to what extent individualism is in focus today, are trying to give consumers the ability to personalize their products and make them more “their own." The best example of these are Nike and Apple brands, who, with the power of marketing, made their products symbolic of a certain lifestyle.
When it comes to psychology of possession, Japan is a very interesting example. The land of the emerging sun is known for small-size flats and a minimalist movement when it comes to interior design. Yet, the Japanese nation is obsessed with technology, and people turn to having things that communicate progress and focus on the future. It is interesting how much this is omnipresent in their culture and everyday life. Take an example of smokers: since 2014, IQOS has become available in Japan, a heat-not-burn technology for tobacco consumption, which is incredibly popular. There are various predictions that IQOS will replace traditional cigarettes in a country that is worldly known for technological inventions and a friendly and open relationship with robots and artificial intelligence. So even though their personal spaces are free of excessive objects, personal property still communicates the values behind which they stand.
The Dark Side of Materialism (Compensation and Disorders)
It's pretty clear that we live in the world of materialism, but it is also too simplistic to say that we are just trying to make money by buying money or being trapped in our consumer roles. The connection that we have with things is complex and layered, and given that we have it from infancy (even before a conscious phase in cognitive development), we cannot say that there is a need to possess the full construction of society. One part is innate and part of a human nature.
But what if the need for possession of loose control overcomes the limits of what we might call "normal"?
In a world where shopping has become so commonplace and where our ads are leaking from all sides, there is a real risk of disturbing the mind and other values that are more important and which make us happy (such as experiences, not material items), and that we are completely lost in meaningless spending of money. Undecided are things we buy only a form of compensation for lack of joy or love, and in such situations, they only make us short-term “happy”.
Do you have certain items for which you are bound?