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.

Autonomy, Consumer choice, Free will, Marketing automation, Self-determination
dx.doi.org/10.1007/s11002-020-09521-z, hdl.handle.net/1765/127804
Marketing Letters: a journal of research in marketing
Rotterdam School of Management (RSM), Erasmus University

Wertenbroch, K. (Klaus), Schrift, R.Y. (Rom Y.), Alba, J.W, Barasch, A. (Alixandra), Bhattacharjee, A. (Amit), Giesler, M. (Markus), … Zwebner, Y. (Yonat). (2020). Autonomy in consumer choice. Marketing Letters: a journal of research in marketing. doi:10.1007/s11002-020-09521-z