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Oversized Area Indications on Bonus Packs Fail to Affect Consumers’ Transactional Decisions—More Experimental Evidence on the Mars Case

DOI zum Zitieren der Version auf EPub Bayreuth: https://doi.org/10.15495/EPub_UBT_00005863
URN to cite this document: urn:nbn:de:bvb:703-epub-5863-9

Title data

Purnhagen, Kai ; van Herpen, Erica ; Kamps, Stefanie ; Michetti, Francesca:
Oversized Area Indications on Bonus Packs Fail to Affect Consumers’ Transactional Decisions—More Experimental Evidence on the Mars Case.
In: Journal of Consumer Policy. Vol. 44 (2021) Issue 3 . - pp. 385-406.
ISSN 1573-0700
DOI der Verlagsversion: https://doi.org/10.1007/s10603-021-09490-4

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Abstract

Findings from behavioural research are gaining increased interest in EU legislation, specifically in the area of unfair commercial practices. Prior research on the Mars case (Purnhagen and van Herpen 2017) has left open whether empirical evidence can provide an indication that this practice of using oversized indications of additional volume alters the transactional decision of consumers. This, however, is required to determine the “misleadingness” of such a practice in the legal sense as stipulated by the Unfair Commercial Practices Directive 2005/29/EC. The current paper closes this gap by illustrating how behavioural research can inform legal interpretation. In particular, it extends the previous research in two important ways: first, by examining the actual choice that people make; second, by investigating whether the effects remain present in a context where a comparison product is available. Yet, while supporting and extending the findings of the study from Purnhagen and van Herpen (2017) on deceptiveness, the current study could not produce empirical evidence of a clear influence on the transactional decision of consumers, in the way ‘UCPD’ requires.

Further data

Item Type: Article in a journal
Keywords: Unfair commercial practices; Average consumer; Consumer behaviour; Anchoring
bias
DDC Subjects: 300 Social sciences > 340 Law
Institutions of the University: Faculties > Faculty of Law, Business and Economics
Faculties > Faculty of Law, Business and Economics > Department of Law
Faculties > Faculty of Life Sciences: Food, Nutrition and Health > Chair Food Law > Chair Food Law - Univ.-Prof. Dr. Kai Purnhagen
Profile Fields > Emerging Fields > Innovation and Consumer Protection
Profile Fields > Emerging Fields > Food and Health Sciences
Research Institutions > Research Units > Forschungsstelle für Deutsches und Europäisches Lebensmittelrecht
Faculties
Faculties > Faculty of Life Sciences: Food, Nutrition and Health
Faculties > Faculty of Life Sciences: Food, Nutrition and Health > Chair Food Law
Profile Fields
Profile Fields > Emerging Fields
Research Institutions
Research Institutions > Research Units
Language: English
Originates at UBT: Yes
URN: urn:nbn:de:bvb:703-epub-5863-9
Date Deposited: 27 Oct 2021 08:40
Last Modified: 27 Oct 2021 08:40
URI: https://epub.uni-bayreuth.de/id/eprint/5863

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