Does Choice Mean Freedom and Well‐Being?

@article{Markus2010DoesCM,
  title={Does Choice Mean Freedom and Well‐Being?},
  author={Hazel Rose Markus and Barry Schwartz},
  journal={Journal of Consumer Research},
  year={2010},
  volume={37},
  pages={344-355}
}
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 contemporary 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… 
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