Graduate studies at Western
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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