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Keywords: Consumer agency
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Journal Articles
Journal of Consumer Marketing (2025) 42 (7): 1074–1088.
Published: 06 November 2025
... and human designers for any outcome variables. However, regardless of the designer, the free choice condition led to more positive values for all outcome variables. The mediation analyses showed that this occurs because having free choice increases consumer agency. Originality/value GenAI advancements...
Includes: Supplementary data

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