Willingness is a good word for it and everytime the subject of consumerism comes up, people pelt me with arguments of "free choice"!  They insist they go to these places because they are "free to choose" and if I don´t like them, that´s MY problem.

Most of the time, I am a minority of one insisting that by the time they pile in the car, they basically have no choice left.

Our knowledge has surpassed our wisdom. -Charu Saxena.