Choice, calculation, and consumer empowerment

Mikkel NøjgaardDepartment of Business and Management, University of Southern Denmark, Domen BajdeDepartment of Business and Management, University of Southern Denmark, Nil Özçağlar-Toulouse, Søren AskegaardDepartment of Business and Management, University of Southern Denmark

Marketing Theory

Published online on November 18, 2024

Abstract

Marketing Theory, Volume 26, Issue 1, Page 101-119, March 2026.
Consumer choices are always relationally produced, an outcome of consumers’ inevitable reliance on such entities as choice architectures, calculation tools, discourses, and more. This means that giving consumers choice does not make them free from ...