Professor of Marketing
Associate Professor of Marketing
Visiting Associate Professor of Marketing
Autonomy; Free Will; Self-determination; Consumer Choice; Marketing Automation
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.