Collective consciousness and consumer behavior
探讨集体意识（以“我们”而非“我”的视角行动）在消费者情境中的适用性、心理后果及与现有理论的互动，并指出其潜在负面效应和未来研究方向。
Abstract We build on the construct of collective consciousness, which reflects a view that a person can see the self as the subject that is attending, experiencing, or acting as a unitary collective agent, that is, from the perspective of “we” as opposed to “I.” Shteynberg ( Journal of Consumer Psychology , 2024) proposes that collective consciousness can foster mutual trust and cooperation, thus having positive implications for both individuals and society. In this commentary, we discuss what the construct of collective consciousness might have to offer consumer researchers by considering when collective consciousness could be relevant in consumer contexts, its key psychological consequences, and how this theory could potentially build upon and interact with existing frameworks in consumer psychology. In addition, we consider some potential negative consequences of collective consciousness and point to potentially fruitful directions for future consumer research.