nep-mkt New Economics Papers
on Marketing
Issue of 2019‒02‒25
two papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Empowering the 'Unempowerable'. Behavioural Insights into Informing Consumers about Internet Access Services in the European Union under Regulation 2015/2120 By Andrzej Nałęcz
  2. Towards a Better Understanding of Consumer Behavior: Marginal Utility as a Parameter in Neuromarketing Research By Alvino, Letizia; Constantinides, Efthymios; Franco, Massimo

  1. By: Andrzej Nałęcz (Faculty of Management [University of Warsaw] - UW - University of Warsaw)
    Abstract: The European consumer policy relies on the ideal of consumer empowerment, which involves providing all consumers with detailed information on the goods on offer. This policy also applies to the electronic communications sector, and empowering consumers who are the end-users of internet access services. The author reviews behavioural law and economics literature that pertains to consumer empowerment and applies the resulting insights to interpret Article 4 (1) of Regulation 2015/2120 laying down measures concerning open internet access in a way that would truly empower the sophisticated consumers. The author also proposes advising or obliging the providers of internet access services to label those services to provide even the unsophisticated consumers with meaningful and understandable information.
    Abstract: La politique européenne des consommateurs repose sur l'idéal de l'autonomisation des consommateurs (consumer empowerment), qui consiste à fournir à tous les consommateurs des informations détaillées sur les produits proposés. Cette politique s'applique également au secteur des communications électroniques et habilite les consommateurs qui sont les utilisateurs finaux des services d'accès à Internet. L'auteur passe en revue la littérature sur les analyses économiques du droit relative à l'autonomisation des consommateurs et applique les idées qui en résultent pour interpréter l'article 4, paragraphe 1, du règlement 2015/2120 établissant des mesures relatives à l'accès ouvert à l'internet pour le bénéfice des consommateurs sophistiqués. L'auteur propose également de conseiller ou d'obliger les fournisseurs de services d'accès Internet à étiqueter ces services afin de fournir aux consommateurs moins sophistiqués des informations utiles et compréhensibles.
    Keywords: consumer empowerment,sophisticated consumers,unsophisticated consumers,internet access services,labelling contracts,open internet
    Date: 2018
  2. By: Alvino, Letizia (Tilburg University, School of Economics and Management); Constantinides, Efthymios; Franco, Massimo
    Abstract: Understanding consumers’ decision-making process is one of the most important goal in Marketing. However, the traditional tools (e,g, surveys, personal interviews and observations) used in Marketing research are often inadequate to analyse and study consumer behaviour. Since people’s decisions are influenced by several unconscious mental processes, the consumers very often do not want to, or do not know how to, explain their choices. For this reason, Neuromarketing research has grown in popularity. Neuromarketing uses both psychological and Neuroscience techniques in order to analyse the neurological and psychological mechanisms that underlying human decisions and behaviours. Hence, studying these mechanisms is useful to explain consumers’ responses to marketing stimuli. This paper (1) provides an overview of the current and previous research in Neuromarketing; (2) analyzes the use of Marginal Utility theory in Neuromarketing. In fact, there is remarkably little direct empirical evidence of the use of Marginal Utility in Neuromarketing studies. Marginal Utility is an essential economic parameter affecting satisfaction and one of the most important elements of the consumers’ decision-making process. Through the use of Marginal Utility theory, economists can measure satisfaction, which affects largely the consumer’s decision-making process. The research gap between Neuromarketing and use of Marginal Utility theory is discussed in this paper. We describe why Neuromarketing studies should take into account this parameter. We conclude with our vision of the potential research at the interaction of Marginal Utility and Neuromarketing.
    Date: 2018

This nep-mkt issue is ©2019 by Marco Novarese. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
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