Mapping collective consciousness to consumer research: In‐person to virtual social presence
在消费者行为研究中引入集体意识概念，将其与现有社会存在研究结合，探讨面对面与虚拟情境下的共同消费与决策，并分析对假新闻、直播、虚拟现实等场景的启示。
Abstract Shteynberg's ( Journal of Consumer Psychology , 2024) work on collective consciousness offers unique and meaningful insights into consumer behavior by emphasizing a “we‐representation” that is comprised not of a self‐aware “I” and an external “you” but rather complete immersion as a unified “we”. In this commentary, we situate collective consciousness within existing social presence research in consumer behavior and discuss its potential to expand the scope of social presence research. Specifically, we utilize a social presence framework that highlights the type of co‐presence (in‐person vs. virtual) and the extent of interactivity (interactive vs. passive) discussing the psychological mechanisms and linkage to collective consciousness. In addition to discussing shared consumption and shared decision‐making, we assess the implications of collective consciousness for consumer contexts facilitated by virtual technologies: fake news, live streaming, virtual reality, cryptocurrencies, and crowdfunding. We conclude by highlighting future avenues for integrating collective consciousness into consumer psychology research.