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

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  • 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
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    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. 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.
    4. 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.
    5. Michael Faure & Hanneke Luth, 2011. "Behavioural Economics in Unfair Contract Terms," Journal of Consumer Policy, Springer, vol. 34(3), pages 337-358, September.
    6. 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.
    7. Jan Trzaskowski, 2011. "Behavioural Economics, Neuroscience, and the Unfair Commercial Practises Directive," Journal of Consumer Policy, Springer, vol. 34(3), pages 377-392, September.
    8. Willem Boom, 2011. "Price Intransparency, Consumer Decision Making and European Consumer Law," Journal of Consumer Policy, Springer, vol. 34(3), pages 359-376, September.
    9. 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.
    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.
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