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To label, or not to label: how culture shapes autonomy and consumer responses to AI-labelled appliances

European Journal of Marketing (2026) 60 (13): 521–542.

https://doi.org/10.1108/EJM-03-2024-0198

Published: 11 May 2026

... the mediating role of autonomy. Study 4 provides managerial implications by demonstrating the effectiveness of different framing strategies. Lastly, Study 5 provides real-world evidence using YouTube subtitles and comments text analysis. Findings Consumers prefer non-AI-labelled home appliances over AI...

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The relevance of Horkheimer’s view of the customer

Frits Schipper

European Journal of Marketing (2002) 36 (1-2): 23–35.

https://doi.org/10.1108/03090560210412683

Published: 01 February 2002

...Frits Schipper Horkheimer’s critical view of the customer in Western society concentrates on the threatening influence of instrumental reason, a particular field he mentions being marketing. According to him the real autonomy of the customer, the customer as king, has evaporated. Discusses...

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To label, or not to label: how culture shapes autonomy and consumer responses to AI-labelled appliances

The relevance of Horkheimer’s view of the customer

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