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Stefan Schwarzkopf

In: The SAGE Handbook of Consumer Culture

Chapter 25: Consumer-Citizens: Markets, Marketing and the Making of ‘Choice'

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Consumer-Citizens: Markets, Marketing and the Making of ‘Choice'
Consumer-Citizens: Markets, Marketing, and the Making of ‘Choice'
Stefan Schwarzkopf
Introduction: The Fetishism of Choice and the Secret Thereof

Arguably, large parts of Western social and political systems, and increasingly their counterparts in emerging economies, too, are being restructured around people's ‘right to choose’ and their choice-making capabilities. This observation makes it all the more surprising to note that there is relatively little philosophical and historical reflection on the concept of choice as such. Although the notion of choice is at the heart of empirical research in marketing, micro-economics and consumer psychology today, this literature often merely researches the content and structure of actual choices made by consumers. Normative investigations are then limited to questions of whether these choices ...

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