There is no consensus on how to infer welfare from inconsistent choices. We argue that theorists must be explicit about the values they endorse to characterize individual welfare. After formalizing a set of values and their relationship with context-independent choices, we review the literature and discuss the advantages and drawbacks of each approach. We demonstrate that defining welfare a priori may violate normative individualism, arguably the most desirable value to maintain. To uphold this value while addressing individuals’ errors, we propose a weaker version of consumer sovereignty, which we label ‘consumer autonomy’.

We propose a methodology for normative evaluation when preferences are context-dependent. We offer a precise definition of context-dependence and formulate a normative criterion of self-determination, according to which one situation is better than another if individuals are aware of more potential contexts of a choice problem. We provide two interpretations of our normative approach: an extension of Sugden’s opportunity criterion and an application of Sen’s positional views in his theory of justice. Our proposition is consistent with Muldoon’s and Gaus’ approaches of public reason in social contract theory, which account for the diversity of perspectives in non-ideal worlds.