Edited by Hans-W. Micklitz, Anne-Lise Sibony and Fabrizio Esposito
Chapter 11: How behavioural research has informed consumer law: the many faces of behavioural research
In this chapter we outline a history of various strands of behavioural research pertaining to consumer behaviour. We first look at the current field of consumer behaviour research qua a sub-discipline of marketing. This discussion reveals the multidisciplinary nature of the field, which leads us next to the history of general trends in psychology that exert influences on many disciplines, and then to more specific developments in behavioural research at the intersection of economics and psychology. In the final section we review how these strands of behavioural research have been taken up by legal scholars at various points in history.
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