Cultural Capitalism is hard-wired---new studies.

Venture into a bustling artery of any capitalist society and you're likely to find yourself enveloped by its palpable manifestations: shimmering advertisements seducing you with the promise of the latest commodities, financial institutions promising safe havens for your wealth, and corporations locked in fierce  for your patronage.

It's an undeniable reality that capitalism sculpts our tangible world. However, what about the intangible realms of our thoughts and emotions? A fresh wave of research is gradually uncovering the subtle yet profound ways in which capitalism shapes our cognitive processes, emotional responses, and behavioral patterns.

The so-called "invisible hand" of capitalism operates beyond the confines of profit and markets. It also fosters specific ideologies—most notably those of individualism, , and competition—that slowly infiltrate our societal structures, becoming deep-seated elements of our cultural fabric. Consequently, the influence of capitalism extends far beyond the sphere of economic transactions, permeating our identities and underlying beliefs.

Yet mainstream psychology has largely overlooked capitalism's effects. Textbooks tend to portray human thinking as universal to some degree, when in fact it may be guided by the values and practices of the societies, whether capitalist or not, in which people live.

One reason for this oversight may be the fact that psychology and capitalism evolved together, making capitalism seem natural when it is actually cultural. Psychologists also tended to avoid analyzing capitalism under pressure to  to American political agendas, which cast such critique as radical or unpatriotic (Fox, 1985; Prilleltensky, 1989; Ratner, 1997; Teo, 2015).

However, a surge of emerging research is illuminating the deep-seated influence capitalist societies can exert on our psychology. Studies suggest that mere exposure to money, for example, can increase self-centeredness and diminish  (Vohs, Mead, & Goode, 2006). Societies that have embraced market economies tend to foster individualism (Taras, Steel & Kirkman, 2016) and exacerbate inequality (Bettache, Chiu & Beattie, 2020) over time.

Social class also influences self-perception, with individuals from higher economic classes placing greater emphasis on personal choice and achievement (Stephens, Markus & Townsend, 2007). Moreover, marketing strategies stoke the flames of materialism and have a significant impact on well-being (Kasser & Kanner, 2004).

Capitalism also interacts with biases and stereotypes related to race, , and competition.  often arises when capitalism prompts individuals to view others as competitors (Bobo & Hutchings, 1996).

Gender biases, for example, tend to be more prevalent in societies with greater economic inequality (Glick et al., 2000). Neoliberal ideologies that commodify race can further perpetuate racism (Goldberg, 2009). Even the widespread bias in which individuals perceive themselves as "above average" can be traced back to capitalist values of individual success and competition (Zell et al., 2020). By examining these biases in the context of competitive capitalism, we gain a deeper understanding of their origins.

So, what are the implications for the future? I argue that it is imperative that psychologists accord serious  to capitalism as a previously neglected force shaping minds across the globe.

The ideals of capitalism did not spontaneously emerge from human nature. They are the products of history, economy, and culture. A critical examination of how capitalist societies influence psychology will enable researchers to develop more inclusive theories and practices that accommodate diverse global populations.