The liberating power of commercial marketing

Journal of Business Ethics 93 (4):519 - 530 (2010)
Abstract
The aim of this article 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.
Keywords autonomous agency  being an autonomous person  divergent and convergent marketing  cultural values  critical reflection  first- and second-order desires
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References found in this work BETA
Robert L. Arrington (1982). Advertising and Behavior Control. Journal of Business Ethics 1 (1):3 - 12.
Richard Barrett (2000). Market Arguments and Autonomy. Journal of Philosophy of Education 34 (2):327–341.
Thomas Boysen (2004). Death of a Compatibilistic Intuition. SATS: Northern European Journal of Philosophy 5 (2):92-104.
Sarah Buss, Personal Autonomy. Stanford Encyclopedia of Philosophy.

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