Consumer perceptions of free will

The topic of free will has a long and distinguished history in philosophy and psychology. Consumer research has implicitly confronted the issue through empirical investigation of psychological processes that speak to the existence of free will; more recently, consumer psychologists have explicitly debated the question and its implications for decision making. The present research takes a different approach by investigating consumers’ perceptions of their free will. Our results suggest that consumers do not take an extreme position with regard to their agency but that they do assume an ample amount of volition.status: publishe