Journal of Consumer Psychology最新文献

Collective consciousness is “baked into” the architecture of the human mind—it is at the foundation of a uniquely human psychology, wherein homo sapiens have the intent and the capacity to cooperate with beings that are living and dead, human and otherwise. I discuss the psychological contours of collective consciousness and its effects on human cognition, affect, motivation, and behavior. Integrating across three major theoretical papers and dozens of empirical papers, I argue that the psychological structure and function of collective consciousness are intertwined; the former giving rise to the latter. I also discuss two varieties of collective consciousness—collective reality and collective psychology—that enable individual and group success in human society. I will end by describing how the psychology of collective consciousness can enhance our understanding of mutual trust and cooperation.

Although researchers have considered the role of morality in consumer psychology over the years, such investigations often fail to (a) recognize the different values that consumers might hold, and (b) provide proper context for why different moral considerations emerge. Moral Foundations Theory (MFT; Graham et al., Advances in experimental social psychology, 2013, Academic Press; Haidt & Joseph, Daedalus, 2004, 133, 55) provides just such a conceptual framework for understanding the diversity of moral thought that exists across cultures and demographic groups. MFT describes morality not as a monolithic entity, but as a pluralistic set of intuitive values that were shaped by evolutionary pressures and edited by distinct cultures. We review the central claims of MFT and describe how the theory can offer new insights when applied to consumer psychology, providing examples from existing research on persuasion, emotion, and prosocial behavior.

In a provocative and insightful analysis, Ramos et al. (Journal of Consumer Psychology, 2024) propose the introduction of Moral Foundations Theory (hereafter MFT)—as a useful framework to (1) explain moral consumer decision-making more granularly and (2) set forth unique, testable future hypotheses in the field of marketing and consumer psychology. I discuss and build on their analysis to expand (1) but also narrow (2). I couch their conceptualization in the context of a multiple-identity framework (Consumer Psychology Review, 2021, 4, 100) and move slightly away from their useful but perhaps more taxonomic approach. I try to buttress their work by situating MFT in the context of how the process of moral identity (Journal of Personality and Social Psychology, 2002, 83, 1423) competes with other identities (cf. Journal of Marketing Research, 2020, 57, 375; Current Opinion in Psychology 2016, 10, 94) to help determine when and how the building blocks of moral foundations may become critical drivers of consumption in the areas of persuasion, emotions, and prosocial charitable consumer behavior.

Ramos et al. (Journal of Consumer Psychology, 2024) explain the Moral Foundations Theory (MFT) and discuss its applicability to explain marketing persuasion, consumer emotions, and prosocial behavior. We concur with Ramos et al. but suggest that the scope for MFT in consumer behavior is much broader – it can be used to investigate heterogeneity in consumers' moral utility. Specifically, we discuss how MFT can be used to investigate heterogeneity in product preferences, consumers' financial choices, consumer reactions to brand activism, and market regulation. We conclude by discussing three important challenges of using MFT in consumer research – causal identification, discriminant validity, and scientific objectivity.