The document discusses how possessions become part of people's extended self. It summarizes research showing that people view objects they control or own as extensions of themselves. The more control someone has over an object, the more closely they identify with it. People express who they are through their possessions, including homes, cars, clothes, and hobbies. Pets and celebrities also become incorporated into fans' extended selves. In short, people regard the things and people in their lives as representations of themselves.

1. The Extended Self : Indian Market
Perspective
Submitted to:-Mr.Ajay Kumar Submitted By:- Veeraj Vashishtha
Asst. Professor FMG 061
NIIT University NU-MBA

2. Possession and Self
• When knowingly or unknowingly, intentionally or
unintentionally, we regard our possessions as parts of
ourselves.
• “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.
If they wax and prosper, he feels triumphant; if they
dwindle and die away, he feels cast down,-not necessarily in
the same degree for each thing, but in much the same way
for all.” William James (1890).

3. Possessions
• 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).

4. Extended Self
• Cannot differentiate between me and mine.
• A product or a thing becomes a part of
personal well being and it gets attached to
emotions, sentiments, later becoming the part
of one’s personality.

5. 3 ways of incorporating Possessions into the
Extended Self
 Appropriating or controlling an object for personal use.
 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.
– 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.

6. Vintage Cars & Vintage car Rally.
Doing Everything
for Vintage

7. Lambretta Scooter Preserved for 41 Years

8. Craze for Roadies.

9. Yezdi Lovers Unite @ Bangalore

10. Old
is
Gold

11. Pets as extended self.

12. Tendulkar wearing 10 number Jersey

13. Salman Khan and His Bracelet.

14. Narendra Modi – Famous Kurta
The kurta is famous by the
name of Modi Kurta and is
also being sold in countries like
U.K.

15. •Thank You
My
Extended
Self for
my Bike