Journal of Marketing Behavior > Vol 1 > Issue 3-4

> 50 Shades

Joseph W. Alba, University of Florida, USA, , Yanmei Zheng, University of Florida, USA,
Suggested Citation
Joseph W. Alba and Yanmei Zheng (2016), "> 50 Shades", Journal of Marketing Behavior: Vol. 1: No. 3-4, pp 329-349.

Publication Date: 24 Feb 2016
© 2015 J. W. Alba and Y. Zheng
Behavioral Decision Making,  Individual Decision Making,  Law
ManipulationDeceptionFree willLibertarian paternalism


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In this article:
1. Agency and Dignity 
2. Questionable Assumptions 
3. A Continuum of Manipulation 
4. More Grayness 
5. Conclusion 


Sunstein (2015) provides a thought-provoking perspective on manipulation, a topic that should be of central interest to the field of marketing. In trying to circumscribe the question, however, we feel his pain. The problem lends itself to spirited intellectual debate, but we labor to provide actionable policy recommendations due to difficulties arising from complications of the philosophical and definitional kind. We encourage others to try, armed with the considerations that emerge from the present discussion.