The liberating power of commercial marketing

Thomas Boysen Anker; Klemens Kappel; Peter Sandøe

doi:10.1007/s10551-009-0236-4

The liberating power of commercial marketing

Thomas Boysen Anker, Klemens Kappel, Peter Sandøe

Research output: Contribution to journal › Article › peer-review

7 Citations (Scopus)

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.

Original language	English
Pages (from-to)	519-530
Number of pages	12
Journal	Journal of Business Ethics
Volume	93
Issue number	4
DOIs	https://doi.org/10.1007/s10551-009-0236-4
Publication status	Published - 6 Nov 2010

Keywords

Autonomous agency
Being an autonomous person
Critical reflection
Cultural values
Divergent and convergent marketing
First- and second-order desires

ASJC Scopus subject areas

Business and International Management
General Business,Management and Accounting
Arts and Humanities (miscellaneous)
Economics and Econometrics
Law

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10.1007/s10551-009-0236-4

Cite this

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KW - Being an autonomous person

KW - Critical reflection

KW - Cultural values

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The liberating power of commercial marketing

Abstract

Keywords

ASJC Scopus subject areas

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