IDEAS home Printed from https://ideas.repec.org/a/vrs/gfkmir/v13y2021i1p46-51n8.html
   My bibliography  Save this article

The Illusion of Free Choice in the Age of Augmented Decisions

Author

Listed:
  • Buder Fabian

    (Head of Future & Trends Research, Nuremberg Institute for Market Decisions, Nuremberg, Germany)

  • Pauwels Koen

    (Distinguished Professor of Marketing, Northeastern University, Boston, MA, USA)

  • Daikoku Kairun

    (Journalist, Nuremberg Institute for Market Decisions, Nuremberg, Germany)

Abstract

In our augmented world, many decision situations are designed by smart technologies. Artificial intelligence helps reduce information overload, filter relevant information and limit an otherwise overwhelming abundance of choices. While such algorithms make our lives more convenient, they also fulfill various organizational objectives that users may not be aware of and that may not be in their best interest. We do not know whether algorithms truly optimize the benefits of their users or rather the return on investment of a company. They are not only designed for convenience but also to be addictive, and this opens the doors for manipulation. Therefore, augmented decision making undermines the freedom of choice. To limit the threats of augmented decisions and enable humans to be critical towards the outcomes of artificial intelligence–driven recommendations, everybody should develop “algorithmic literacy.” It involves a basic understanding of artificial intelligence and how algorithms work in the background. Algorithmic literacy also requires that users understand the role and value of the personal data they sacrifice in exchange for decision augmentation.

Suggested Citation

  • Buder Fabian & Pauwels Koen & Daikoku Kairun, 2021. "The Illusion of Free Choice in the Age of Augmented Decisions," NIM Marketing Intelligence Review, Sciendo, vol. 13(1), pages 46-51, May.
    • Handle: RePEc:vrs:gfkmir:v:13:y:2021:i:1:p:46-51:n:8
    DOI: 10.2478/nimmir-2021-0008
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/nimmir-2021-0008
    Download Restriction: no
    File URL: https://libkey.io/10.2478/nimmir-2021-0008?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:gfkmir:v:13:y:2021:i:1:p:46-51:n:8. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.