Autonomy bias is part of the Self-determination theory, studied by prominent Psychologists Deci and Ryan, which explores the degree to which an individual’s behaviour is self-motivated.

Autonomy bias is our universal and innate need to be agents of our own lives. We have a desire to make our own choices and to have the ability to implement these choices by our own free will. A high level of perceived autonomy comes with feelings of certainty, reduced stress and a high level of ‘intrinsic motivation’ whereas restrictions on our autonomy can lead to dissatisfaction and an unwillingness to comply.

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