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: Suggested Citation