Collective consciousness and consumer behavior

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.