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.

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Keywords Autonomy, Consumer choice, Free will, Marketing automation, Self-determination
Persistent URL dx.doi.org/10.1007/s11002-020-09521-z, hdl.handle.net/1765/127804
Journal Marketing Letters: a journal of research in marketing
Citation
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