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Psychological life is subject to the influence of a constructed and potentially reconstituted past, as well as to future anticipated outcomes and expectations. Human behaviour occurs along a temporal trajectory that marks the projects individuals adopt in their quests of human action. Explanations of social behaviour are limited insofar as they exclude a historical concern with human purpose. In this paper, we draw on Bartlett’s notion of collective remembering to argue that manifest social relations are rooted in past events that give present behaviours meaning and justification. We further propose an epidemiological time-series framework for social representations, that are conceptualised as evolving over time and that are subject to a ‘ratchet effect’ that perpetuates meaning in a collective. We argue that understanding forms of social behaviour that draw on lay explanations of social relations requires a …