Consumer with consciousness

Abstract

This chapter explores the concept of consciousness and its relevance to consumer behaviour. Moving beyond simplistic associations of consciousness with rational deliberation, it presents consciousness as a dynamic, multifaceted phenomenon encompassing awareness, experience, intentionality, and self-reflection. Drawing on philosophical traditions (dualism, physicalism, functionalism, panpsychism) and contemporary cognitive science, it challenges dual-system models of decision-making, advocating instead for a continuum view where conscious and unconscious processes interact fluidly. The chapter highlights the unique role of consciousness in enabling reasoning, planning, communication, and ethical deliberation, capacities central to consumer life. Through examples, it illustrates how consumers consciously simulate future actions, reflect on past choices, and navigate social and cultural expectations. The notion of consumer consciousness is introduced not only as cognitive engagement but also as critical awareness of the broader implications of consumption. Ultimately, consumer consciousness is framed as a situated, experiential, and ethically charged mode of being, central to how individuals make sense of themselves in the marketplace. By integrating philosophical insights with empirical evidence, the chapter calls for consumer research that takes seriously the lived, reflective, and sensorial dimensions of consumption, foregrounding consciousness not as an epiphenomenon, but as a vital structure shaping how choices are felt, values enacted, and identities formed.