Collective intentionality and symbolic reinforcement

An investigation of Thai car-consumer clubs

Authored by: Sumana Laparojkit , Gordon R. Foxall

The Routledge Companion to Consumer Behavior Analysis

Print publication date:  September  2015
Online publication date:  August  2015

Print ISBN: 9780415729925
eBook ISBN: 9781315850696
Adobe ISBN: 9781317913467

10.4324/9781315850696.ch23

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Abstract

In this chapter, we make a case for how collective intentionality, which provides an ontological basis of human institutional society, should be assimilated into consumer research. There are growing numbers of brand communities in the virtual world, whose members appear to believe in their objective existence, and engage with those communities as if they were real, even though they have no actual presence in the physical world. Understanding better the underlying reasons for the behavior of club members in their brand communities is fascinating in itself as well as a necessary component of economic psychology.

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