Research Methods in Consumer Law
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Research Methods in Consumer Law

A Handbook

Edited by Hans-W. Micklitz, Anne-Lise Sibony and Fabrizio Esposito

Consumer law is worthy of greater academic attention at a time when many new questions arise and old ones need new answers. This unique handbook takes the reader on a journey through existing literature, research questions and methods. It builds on the state of the art to offer a springboard for jumping to the heart of contemporary issues and equips researchers with a starter’s kit to weave together rich traditions, ranging from socio-economics to behavioural analysis.
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Chapter 11: How behavioural research has informed consumer law: the many faces of behavioural research

Michiru Nagatsu and Magdalena Małecka

Abstract

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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