Beyond the Autonomous Consumer: A Theory of Proxy-Influence and Delegated Utility in Consumer Choice

Publication Details

Publication Date

10/09/2026

Volume / Issue

Vol 1, Issue 4 (2026)

Article No.

034

Journal

British Journal of Contemporary Research

DOI

https://doi.org/10.67693/BJCR-ELUL2IN3

Received

25 Aug 2026

Views

7

Downloads

1

Abstract

The study challenges the foundational axiom of consumer theory that the agent holding purchasing power is identical to the agent forming preferences. We introduce the Proxy-Influence Consumer (PIC), an agent with zero budget authority who systematically shapes the preferences of a Budget-Constrained Principal Consumer (BCPC). Formalizing this via a Delegated Utility Function (DUF), we derive new equilibrium conditions, the Influence Elasticity of Demand (IED), and prove that Slutsky symmetry and the Weak Axiom of Revealed Preference fail under PIC influence. Applications to fast-moving consumer goods markets rationalize child-directed advertising strategies and motivate a new welfare measure, Delegated Preference Distortion.

License

This article is published under the Creative Commons Attribution 4.0 International License . Free to read, share, and adapt with attribution.