What is Collective Consciousness?!
Psych 🧠- 343/500
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What is it?
Collective consciousness refers to individuals experiencing a shared sense of "we" rather than a separate "I" and "you," when they are simultaneously engaging in the same activity or environment.
This paper aims to:
Situate collective consciousness within existing social presence research. This is done by using a framework that considers both the type of co-presence (in-person vs. virtual) and the extent of interactivity (interactive vs. passive).
Discuss the implications of collective consciousness for shared decision-making and shared consumption. The paper explores specific consumer contexts facilitated by virtual technologies, like fake news, live streaming, VR, cryptocurrencies, and crowdfunding.
Highlight future avenues for integrating collective consciousness into consumer psychology research. This includes examining how the concept can inform marketing interventions and extend research on multi-person collaborative consumption.
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What do I need to know:
Collective consciousness enhances cooperation and connectedness: It can lead to amplified enjoyment in shared experiences and promote cooperation in activities like negotiation and charitable giving.
Virtual technologies create new opportunities for collective consciousness: Platforms like social media, live streaming, and VR can foster a sense of shared reality and psychology, even among individuals who are not physically present.
Collective consciousness can have negative consequences: It can lead to the spread of misinformation (e.g., fake news), amplify negative emotions in shared consumption experiences, and exacerbate polarization and in-group bias.
The "we" vs. "I" perspective is dynamic: Individuals may switch between a unified "we" and a separate "I + you" mindset depending on the context and the perceived alignment with others.
Marketing can leverage collective consciousness: By understanding the factors that contribute to collective consciousness, marketers can design more engaging and effective campaigns, promote cooperation, and even potentially mitigate the spread of misinformation.
Source:
Interesting read!