Choice, calculation, and consumer empowerment
本文提出消费者选择无法完全摆脱外部影响，但通过分析计算设备的四种特质，论证选择促进仍能有效赋权消费者，为营销和社会学研究者提供新视角。
Consumer choices are always relationally produced, an outcome of consumers’ inevitable reliance on such entities as choice architectures, calculation tools, discourses, and more. This means that giving consumers choice does not make them free from external influences. But if consumer choice cannot fully liberate consumers, must we abandon choice promotion as a path to consumer empowerment, a widely embraced approach in neoliberal societies? While this seems to be the conclusion of many critics of empowerment-through-choice, this conceptual article argues that choice promotion can still play an important role in empowering consumers. We make our case by developing a Callonian perspective on choice and consumer empowerment, which calls attention to the role of “calculative devices” in configuring consumers as more or less powerful choosers. We identify four qualities of calculative devices that enhance the “calculative power” of consumers: (1) calculative enrichment, (2) calculative stabilization, (3) calculative flexibilization, and (4) calculative contestation. The Callonian perspective opens new ways to study consumer empowerment and offers a critical account of consumer autonomy.