The Influence of Information and Communication Technologies on Consumer Freedom

Objective: This study investigates how Information and Communication Technologies (ICTs) can restrict consumer freedom by influencing and changing their attitudes and behaviors. The aim is to understand how content personalization and algorithmic usage impact individual autonomy. Theoretical Framework: The research draws on concepts from computer science, psychology, sociology, law, and ethics. It highlights key models and theories on content personalization, algorithmic manipulation, and unfair practices by major tech corporations, providing a comprehensive view of the impact of ICTs on consumer freedom. Method: The methodological approach is deductive and multidisciplinary, involving an extensive literature review, case study analysis, and application of relevant theories. Methods such as document analysis and market practice investigation were used to assess the influence of ICTs on consumer autonomy. Results and Discussion: The findings indicate that, although content personalization and algorithms are often viewed as beneficial, they can represent a subtle form of control and manipulation. The analysis revealed unfair practices, such as search result manipulation and data-driven consumer segmentation, which compromise consumer choice. These findings are discussed in light of the theoretical framework, addressing their implications and limitations. Implications of the Research: Practical implications include the need for policies that protect consumers and promote ethical ICT usage. It is essential to regulate the use of personal data, ensure platform transparency, and foster critical digital literacy to mitigate the identified negative impacts. Originality/Value: This study contributes to the literature by highlighting the relationship between ICTs and consumer autonomy in an innovative way. The research provides new insights into the subtle control exerted by technologies, underscoring the importance of regulations and more ethical practices in the field.