Autonomy in Consumer Choice

Forthcoming, Marketing Letters

18 Pages Posted: 11 Jun 2020

Date Written: May 1, 2020


We propose that autonomy is a crucial aspect of consumer choice. We offer a definition that situates autonomy among related constructs in philosophy and psychology, contrast actual with perceived autonomy in consumer contexts, examine the resilience of perceived autonomy, and sketch out an agenda for research into the role of perceived autonomy in an evolving marketplace increasingly characterized by automation.

Keywords: Autonomy, free will, self-determination consumer choice, marketing automation

JEL Classification: M15, M31, M37, O33, O35

Suggested Citation

Wertenbroch, Klaus, Autonomy in Consumer Choice (May 1, 2020). Forthcoming, Marketing Letters, Available at SSRN:

Klaus Wertenbroch (Contact Author)

INSEAD - Marketing ( email )

1 Ayer Rajah Ave.
Singapore, 138676


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