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Related Faculty

Klaus Wertenbroch
Professor of Marketing

Amit Bhattacharjee
Associate Professor of Marketing

Alixandra Barasch
Visiting Associate Professor of Marketing
Keywords
Autonomy; Free Will; Self-determination; Consumer Choice; Marketing Automation
Journal Article
The authors propose that autonomy is a crucial aspect of consumer choice. They 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.