--- - |2 Abstract McDonald, Gough, Wearing, and Deville (2017) call for the discipline of social psychology to investigate issues of neoliberalism, consumption and self‐identity more seriously. We make two contributions in relation to their analysis. First, we highlight some current issues associated with neoliberalism as a concept that leave us in doubt regarding the analytical usefulness of the term. Due to its imprecision and over‐extension, predominant association with the left who use it pejoratively, and altered economic circumstances, we are increasingly skeptical of neoliberalism's analytical validity to social psychology. Second, we also stress the importance of interdisciplinarity, but suggest that empirical insights from mainstream social psychology have much to offer social scientists concerned with how current economic developments impact upon self‐identity and social behaviour. We conclude by pointing out that a greater openness to heterodoxy within and between critical and mainstream strands and the wider social sciences are required if social psychologists are going to make more persuasive impacts to the study and resistance of market logic. - Journal for the Theory of Social Behaviour, Volume 48, Issue 3, Page 390-396, September 2018.