Cet article présente un concept nouveau pour la littérature marketing : le « concept du nous ». Ce concept est élaboré à partir des travaux de Kaës en psychanalyse et des recherches effectuées en psychologie sur l'identité sociale. Il est défini comme l'image globale qu'une personne se forge de son groupe d'appartenance. Les deux études empiriques qui sont présentées explorent une des trois facettes du concept du nous : le « nous idéal », c'est-à-dire l'image idéale que l'individu attribue à son groupe d'appartenance, pris dans sa globalité (la famille, dans cette recherche). Une structure factorielle du concept en quatre dimensions est proposée et validée sur deux cultures. Les limites, les voies de recherche et implications marketing sont présentées en conclusion.
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