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Autonomy in consumer choice.

Klaus Wertenbroch1, Rom Y Schrift2, Joseph W Alba3

  • 1INSEAD, Singapore, Singapore.

Marketing Letters
|August 25, 2020
PubMed
Summary
This summary is machine-generated.

Consumer autonomy is vital for choice. This study defines autonomy, distinguishes actual from perceived autonomy, and explores its resilience in automated markets.

Keywords:
AutonomyConsumer choiceFree willMarketing automationSelf-determination

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Area of Science:

  • Consumer Psychology
  • Behavioral Economics
  • Philosophy of Choice

Background:

  • Autonomy is a fundamental concept in understanding consumer decision-making.
  • Existing research often overlooks the nuances between actual and perceived autonomy.
  • The increasing prevalence of automation in markets necessitates a re-evaluation of consumer control.

Purpose of the Study:

  • To propose and define autonomy as a critical element of consumer choice.
  • To differentiate between actual autonomy and perceived autonomy in consumer behavior.
  • To investigate the durability of perceived autonomy and outline future research directions.

Main Methods:

  • Conceptual analysis and definition of autonomy within philosophical and psychological frameworks.
  • Comparative analysis contrasting actual autonomy with perceived autonomy in consumer contexts.
  • Exploration of the resilience and persistence of perceived autonomy.

Main Results:

  • Autonomy, particularly perceived autonomy, significantly influences consumer choices.
  • Perceived autonomy demonstrates notable resilience even in automated environments.
  • A clear distinction between actual and perceived autonomy is established.

Conclusions:

  • Perceived autonomy is a key driver of consumer choice and satisfaction.
  • Understanding perceived autonomy is crucial for navigating automated marketplaces.
  • Further research is needed to explore the multifaceted role of perceived autonomy in future consumer environments.