Narrative and metacognition as consumer mystery: A comment on Hill, Gaines, and Wilson and animal companions

Abstract

Hill, Gaines, and Wilson [Hill RP, Gaines, J, Wilson RM. Consumer behavior, extended self, and sacred consumption: An alternative perspective from our animal companions, J Bus Res this issue.] provide us with a stimulating, moving account of consumers' relationships with their animal companions while ostensibly taking the latter's point of view. However, even though their approach likely reflects the viewpoint of many consumers and has value as fable or metaphor, I suggest, based on insights from comparative psychology and ethology, that greater metacognitive understanding of animal consciousness could produce fuller narratives as well as better reflecting consumer mystery. In concluding, I encourage readers to explore the dynamics of their own human–animal mystery through an introspective exercise.