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Merely mentioning market roles can crowd out our intrinsic motivation. One online survey asked participants to imagine themselves as one among four households facing a water shortage due to a drought affecting their shared well. Crucially, the survey described the whole scenario in terms of ‘consumers’ to one half of the participants, and in terms of ‘individuals’ to the other half. What difference did that single word change make? Those labelled ‘consumers’ reported feeling less personal responsibility to take action and less trust in others to do the same than did those referred to as ‘individuals’. Simply thinking like a consumer, it seems, triggers self-regarding behaviour, and divides rather than unites groups who are facing a common scarcity.
– Kate Raworth Doughnut Economics (2017)