IDEAS home Printed from https://ideas.repec.org/a/kap/jcopol/v30y2007i1p21-38.html
   My bibliography  Save this article

The average consumer, the unfair commercial practices directive, and the cognitive revolution

Author

Listed:
  • Rossella Incardona
  • Cristina Poncibò

Abstract

This article examines the merit of the test of the average consumer as a basis for judicial and regulatory action. In the first part, we describe the origin of the test, its application in the Unfair Commercial Practices Directive and its possible developments. In the second part, we discuss the theoretical grounds of the average consumer test (i.e., information and rationality), drawing upon the studies of cognitive psychology and behavioural economics concerning consumers’ behaviour. The result of our analysis is that we call into serious question the practical workability of the test of the average consumer, which requires consumers an overly demanding standard of rationality and information without dedicating much attention to the real functioning of consumer behaviour. The average consumer may be described as an interesting, anti-paternalistic and, to some extent, useful notion. It is, however, an overly simplistic concept with little correspondence with the real world of individual consumer behaviour and should be reinterpreted more flexibly, or even abandoned to mirror consumer behaviour more effectively. Copyright Springer Science+Business Media, LLC 2007

Suggested Citation

  • Rossella Incardona & Cristina Poncibò, 2007. "The average consumer, the unfair commercial practices directive, and the cognitive revolution," Journal of Consumer Policy, Springer, vol. 30(1), pages 21-38, March.
  • Handle: RePEc:kap:jcopol:v:30:y:2007:i:1:p:21-38
    DOI: 10.1007/s10603-006-9027-9
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1007/s10603-006-9027-9
    Download Restriction: Access to full text is restricted to subscribers.

    File URL: https://libkey.io/10.1007/s10603-006-9027-9?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Olshavsky, Richard W & Granbois, Donald H, 1979. "Consumer Decision Making-Fact or Fiction?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 6(2), pages 93-100, Se.
    2. Richard H. Thaler & Cass R. Sunstein, 2023. "Libertarian paternalism," Chapters, in: Cass R. Sunstein & Lucia A. Reisch (ed.), Research Handbook on Nudges and Society, chapter 1, pages 10-16, Edward Elgar Publishing.
    3. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
    4. Malhotra, Naresh K, 1982. "Information Load and Consumer Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 8(4), pages 419-430, March.
    5. Cass R. Sunstein & Richard H. Thaler, 2003. "Libertarian paternalism is not an oxymoron," Conference Series ; [Proceedings], Federal Reserve Bank of Boston, vol. 48(Jun).
    6. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    7. Jacoby, Jacob, 1984. "Perspectives on Information Overload," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(4), pages 432-435, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. F. Esposito, 2021. "Towards a General Theory of Harm for Consumer Law," Journal of Consumer Policy, Springer, vol. 44(2), pages 329-345, June.
    2. M. Brenncke, 2024. "A Theory of Exploitation for Consumer Law: Online Choice Architectures, Dark Patterns, and Autonomy Violations," Journal of Consumer Policy, Springer, vol. 47(1), pages 127-164, March.
    3. Jan Trzaskowski, 2011. "Behavioural Economics, Neuroscience, and the Unfair Commercial Practises Directive," Journal of Consumer Policy, Springer, vol. 34(3), pages 377-392, September.
    4. Willem Boom, 2011. "Price Intransparency, Consumer Decision Making and European Consumer Law," Journal of Consumer Policy, Springer, vol. 34(3), pages 359-376, September.
    5. A. Daly & A. Scardamaglia, 2017. "Profiling the Australian Google Consumer: Implications of Search Engine Practices for Consumer Law and Policy," Journal of Consumer Policy, Springer, vol. 40(3), pages 299-320, September.
    6. Marijn Sax & Natali Helberger & Nadine Bol, 2018. "Health as a Means Towards Profitable Ends: mHealth Apps, User Autonomy, and Unfair Commercial Practices," Journal of Consumer Policy, Springer, vol. 41(2), pages 103-134, June.
    7. Michael Faure & Hanneke Luth, 2011. "Behavioural Economics in Unfair Contract Terms," Journal of Consumer Policy, Springer, vol. 34(3), pages 337-358, September.
    8. K. P. Purnhagen & E. Herpen & S. Kamps & F. Michetti, 2021. "Oversized Area Indications on Bonus Packs Fail to Affect Consumers’ Transactional Decisions—More Experimental Evidence on the Mars Case," Journal of Consumer Policy, Springer, vol. 44(3), pages 385-406, September.
    9. Jane Williams & Caroline Hare, 2010. "Early Experiences of the Enforcement of the Unfair Commercial Practices Directive in Scotland," Journal of Consumer Policy, Springer, vol. 33(4), pages 377-401, December.
    10. L. Waddington, 2022. "Reading a Duty to Provide Accessible Pre-Contractual Information for Consumers with Disabilities into EU Consumer Protection Law," Journal of Consumer Policy, Springer, vol. 45(2), pages 307-329, June.
    11. Jeannie Paterson & Gerard Brody, 2015. "“Safety Net” Consumer Protection: Using Prohibitions on Unfair and Unconscionable Conduct to Respond to Predatory Business Models," Journal of Consumer Policy, Springer, vol. 38(3), pages 331-355, September.
    12. LL. M. Fabrizio Esposito, 2017. "A Dismal Reality: Behavioural Analysis and Consumer Policy," Journal of Consumer Policy, Springer, vol. 40(2), pages 193-216, June.
    13. Kerstin Gidlöf & Annika Wallin & Kenneth Holmqvist & Peter Møgelvang-Hansen, 2013. "Material Distortion of Economic Behaviour and Everyday Decision Quality," Journal of Consumer Policy, Springer, vol. 36(4), pages 389-402, December.
    14. Lucy Delgadillo, 2013. "An Assessment of Consumer Protection and Consumer Empowerment in Costa Rica," Journal of Consumer Policy, Springer, vol. 36(1), pages 59-86, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Schnellenbach, Jan & Schubert, Christian, 2015. "Behavioral political economy: A survey," European Journal of Political Economy, Elsevier, vol. 40(PB), pages 395-417.
    2. Ashton, John K. & Hudson, Robert S., 2008. "Interest rate clustering in UK financial services markets," Journal of Banking & Finance, Elsevier, vol. 32(7), pages 1393-1403, July.
    3. Katharina Momsen & Sebastian O. Schneider, 2022. "Motivated Reasoning, Information Avoidance, and Default Bias," Discussion Paper Series of the Max Planck Institute for Research on Collective Goods 2022_03, Max Planck Institute for Research on Collective Goods.
    4. Alexia Gaudeul & Robert Sugden, 2012. "Spurious Complexity and Common Standards in Markets for Consumer Goods," Economica, London School of Economics and Political Science, vol. 79(314), pages 209-225, April.
    5. Maria Alessandra Antonelli & Valeria De Bonis & Angelo Castaldo & Alessandrao Gandolfo, 2022. "Sin goods taxation: an encompassing model," Public Finance Research Papers 52, Istituto di Economia e Finanza, DSGE, Sapienza University of Rome.
    6. Laura Abrardi, 2019. "Behavioral barriers and the energy efficiency gap: a survey of the literature," Economia e Politica Industriale: Journal of Industrial and Business Economics, Springer;Associazione Amici di Economia e Politica Industriale, vol. 46(1), pages 25-43, March.
    7. Saskia Lavrijssen & Arturo Carrillo Parra, 2017. "Radical Prosumer Innovations in the Electricity Sector and the Impact on Prosumer Regulation," Sustainability, MDPI, vol. 9(7), pages 1-21, July.
    8. Bertrand, Marianne & Shafir, Eldar & Mullainathan, Sendhil, 2006. "Behavioral Economics and Marketing in Aid of Decision Making Among the Poor," Scholarly Articles 2962609, Harvard University Department of Economics.
    9. Momsen, Katharina & Stoerk, Thomas, 2014. "From intention to action: Can nudges help consumers to choose renewable energy?," Energy Policy, Elsevier, vol. 74(C), pages 376-382.
    10. Michael G. Pollitt & Irina Shaorshadze, 2013. "The role of behavioural economics in energy and climate policy," Chapters, in: Roger Fouquet (ed.), Handbook on Energy and Climate Change, chapter 24, pages 523-546, Edward Elgar Publishing.
    11. Mariska van Essen & Tom Thomas & Eric van Berkum & Caspar Chorus, 2020. "Travelers’ compliance with social routing advice: evidence from SP and RP experiments," Transportation, Springer, vol. 47(3), pages 1047-1070, June.
    12. Guilhem Lecouteux, 2015. "In Search of Lost Nudges," Post-Print halshs-01426493, HAL.
    13. Avineri, Erel, 2012. "On the use and potential of behavioural economics from the perspective of transport and climate change," Journal of Transport Geography, Elsevier, vol. 24(C), pages 512-521.
    14. Dalton, P.S. & Ghosal, S., 2010. "Decisions with Endogenous Frames (Replaces CentER DP 2010-21)," Other publications TiSEM c4b257a4-972b-4e4b-a68e-8, Tilburg University, School of Economics and Management.
    15. Sanjit Dhami & Ali al-Nowaihi & Cass R. Sunstein, 2019. "Heuristics and Public Policy: Decision-making Under Bounded Rationality," Studies in Microeconomics, , vol. 7(1), pages 7-58, June.
    16. David Hirshleifer, 2008. "Psychological Bias as a Driver of Financial Regulation," European Financial Management, European Financial Management Association, vol. 14(5), pages 856-874, November.
    17. Pasche, Markus, 2014. "Soft Paternalism and Nudging - Critique of the Behavioral Foundations," MPRA Paper 61140, University Library of Munich, Germany.
    18. Robert Sugden, 2015. "Consumers' surplus when individuals lack integrated preferences: A development of some ideas from Dupuit," The European Journal of the History of Economic Thought, Taylor & Francis Journals, vol. 22(6), pages 1042-1063, December.
    19. Dorian Jullien & Nicolas Vallois, 2014. "A probabilistic ghost in the experimental machine," Journal of Economic Methodology, Taylor & Francis Journals, vol. 21(3), pages 232-250, September.
    20. Jones, Philip & Dawson, Peter, 2007. "`Choice' in collective decision-making processes: Instrumental or expressive approval?," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 36(1), pages 102-117, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:jcopol:v:30:y:2007:i:1:p:21-38. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.