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

  title={The average consumer, the unfair commercial practices directive, and the cognitive revolution},
  author={Rossella Incardona and Cristina Poncib{\`o}},
  journal={Journal of Consumer Policy},
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… 
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