Can marketing reinforce personal autonomy? – University of Copenhagen

Forward this page to a friend Resize Print Bookmark and Share

Philosophy > News > Can marketing reinforc...

24 November 2009

Can marketing reinforce personal autonomy?

Abstract

 

The aim of this paper is to explore the impact of commercial marketing on personal autonomy. Several philosophers argue that marketing conflicts with ideals of autonomy or, at best, is neutral to these ideals. After qualifying our concept of marketing and introducing the distinctions between (i) divergent and convergent marketing and (ii) being autonomous and acting autonomously, we demonstrate the heretofore unnoticed positive impact of marketing on autonomy. Specifically, we argue that (i) convergent marketing has a significant potential to reinforce autonomous action and (ii) divergent marketing has a significant potential to reinforce the state of being autonomous.

 

Download the article

 

Reference

 

Anker, T.B., Kappel, K. & Sandøe, P. (2009) 'The Liberating Power of Commercial Marketing', Journal of Business Ethics, DOI 10.1007/s10551-009-0236-4.