Autonomy Deprivation, Villain Appeal, and Aspirational Brand Identification in Overchoice Environments

Abstract

This study investigates whether autonomy deprivation resulting from overchoice environments predicts individuals' attraction to morally decisive fictional antagonists and unconventional brand personalities. Drawing on Self-Determination Theory, the Paradox of Choice, media psychology, and consumer behaviour literature, the study proposes that excessive choice reduces individuals' sense of autonomy, increasing their preference for characters and brands that project certainty and decisiveness. A mixed-methods approach was adopted, combining a thematic review of peer-reviewed literature with a small-scale anonymous survey conducted through Google Forms. The findings indicate that respondents who experienced greater choice overload also reported stronger attraction toward decisive fictional villains and brands with bold, distinctive identities. The results suggest that decisiveness may serve as a psychological substitute for diminished autonomy in environments characterised by excessive choice. The study contributes to the literature by integrating three previously disconnected research areas and proposes a unified framework linking decision environments, psychological needs, media preferences, and consumer behaviour. Although limited by a small sample size and self-reported data, the findings provide a foundation for future empirical research examining how autonomy influences both entertainment preferences and marketplace behaviour.