Journal of Business Ethics 93 (4):519-530 (2010)

Authors
Peter Sandøe
University of Copenhagen
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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DOI 10.1007/s10551-009-0236-4
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References found in this work BETA

Groundwork for the Metaphysics of Morals.Immanuel Kant - 1785/2002 - Oxford University Press.
Freedom of the Will and the Concept of a Person.Harry G. Frankfurt - 1971 - Journal of Philosophy 68 (1):5-20.
Free Agency.Gary Watson - 1975 - Journal of Philosophy 72 (April):205-20.

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Citations of this work BETA

Health Branding Ethics.Thomas Boysen Anker, Peter Sandøe, Tanja Kamin & Klemens Kappel - 2011 - Journal of Business Ethics 104 (1):33-45.
3D Online Environments: Ethical Challenges for Marketing Research.Ioannis Krasonikolakis & Nancy Pouloudi - 2015 - Journal of Information, Communication and Ethics in Society 13 (3/4):218-234.

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