Marketplace Metacognition and Social Intelligence

Consumers develop over their life span a pragmatic expertise in marketplace metacognition and marketplace interactions. Marketplace metacognition and social intelligence refer to people's beliefs about their own mental states and the mental states, strategies, and intentions of others as these pertain directly to the social domain of marketplace interactions. Drawing from the recent study of evolutionary psychology, theory of mind, multiple life-span intelligences, and everyday persuasion knowledge, I discuss the importance to our field of studying marketplace metacognition and social intelligence and of research-based consumer education programs on those topics.

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