Journal of Consumer Research, Inc. Does Choice Mean Freedom and Well‐Being? Author(s): Hazel Rose Markus and Barry Schwartz Reviewed work(s): Source: Journal of Consumer Research, Vol. 37, No. 2 (August 2010), pp. 344-355 Published by: The University of Chicago Press Stable URL: http://www.jstor.org/stable/10.1086/651242 . Accessed: 23/01/2012 20:55 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . http://www.jstor.org/page/info/about/policies/terms.jsp JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact
[email protected]. The University of Chicago Press and Journal of Consumer Research, Inc. are collaborating with JSTOR to digitize, preserve and extend access to Journal of Consumer Research. http://www.jstor.org Does Choice Mean Freedom and Well-Being? HAZEL ROSE MARKUS BARRY SCHWARTZ Americans live in a political, social, and historical context that values personal freedom and choice above all else, an emphasis that has been amplified by con- temporary psychology. However, this article reviews research that shows that in non-Western cultures and among working-class Westerners, freedom and choice do not have the meaning or importance they do for the university-educated people who have been the subjects of almost all research on this topic. We cannot assume that choice, as understood by educated, affluent Westerners, is a universal as- piration.