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COUNTRIES A - C
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* Colombia
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COUNTRIES D - I
* Democratic People’s Republic of Korea
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* Denmark
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* Egypt
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COUNTRIES J - M
* Jamaica
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* Jordan
* Kazakhstan
* Kenya
* Kiribati
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* Kuwait
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* Liberia
* Libya
* Liechtenstein
* Lithuania
* Luxembourg
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* Malawi
* Malaysia
* Maldives
* Mali
* Malta
* Marshall Islands
* Mauritania
* Mauritius
* Mexico
* Micronesia
* Moldova
* Monaco
* Mongolia
* Montenegro
* Morocco
* Mozambique
* Myanmar
COUNTRIES N - R
* Namibia
* Nauru
* Nepal
* Netherlands
* New Zealand
* Nicaragua
* Niger
* Nigeria
* Norway
* Oman
* Pakistan
* Palau
* Panama
* Papua New Guinea
* Paraguay
* Peru
* Philippines
* Poland
* Portugal
* Qatar
* Republic of North Macedonia
* Romania
* Russia
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COUNTRIES S - T
* Saint Kitts and Nevis
* Saint Lucia
* Saint Vincent and the Grenadines
* Samoa
* San Marino
* Sao Tome and Principe
* Saudi Arabia
* Senegal
* Serbia
* Seychelles
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* Singapore
* Slovak Republic
* Slovenia
* Solomon Islands
* Somalia
* South Africa
* South Sudan
* Spain
* Sri Lanka
* Sudan
* Suriname
* Sweden
* Switzerland
* Syrian Arab Republic
* Tajikistan
* Tanzania
* Thailand
* Timor-Leste
* Togo
* Tonga
* Trinidad and Tobago
* Tunisia
* Türkiye
* Turkmenistan
* Tuvalu
COUNTRIES U - Z
* Uganda
* Ukraine
* United Arab Emirates
* United Kingdom
* United States
* Uruguay
* Uzbekistan
* Vanuatu
* Venezuela
* Viet Nam
* Yemen
* Zambia
* Zimbabwe
* Afghanistan
* Albania
* Algeria
* Andorra
* Angola
* Antigua and Barbuda
* Argentina
* Armenia
* Australia
* Austria
* Azerbaijan
* Bahamas
* Bahrain
* Bangladesh
* Barbados
* Belarus
* Belgium
* Belize
* Benin
* Bhutan
* Bolivia
* Bosnia and Herzegovina
* Botswana
* Brazil
* Brunei Darussalam
* Bulgaria
* Burkina Faso
* Burundi
* Cabo Verde
* Cambodia
* Cameroon
* Canada
* Central African Republic
* Chad
* Chile
* China (People's Republic of)
* Colombia
* Comoros
* Congo
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* Croatia
* Cuba
* Cyprus
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* Democratic People’s Republic of Korea
* Democratic Republic of the Congo
* Denmark
* Djibouti
* Dominica
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* Ecuador
* Egypt
* El Salvador
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* Eritrea
* Estonia
* Eswatini
* Ethiopia
* European Union
* Fiji
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* Gabon
* Gambia
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* Grenada
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* Lao People’s Democratic Republic
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* Malawi
* Malaysia
* Maldives
* Mali
* Malta
* Marshall Islands
* Mauritania
* Mauritius
* Mexico
* Micronesia
* Moldova
* Monaco
* Mongolia
* Montenegro
* Morocco
* Mozambique
* Myanmar
* Namibia
* Nauru
* Nepal
* Netherlands
* New Zealand
* Nicaragua
* Niger
* Nigeria
* Norway
* Oman
* Pakistan
* Palau
* Panama
* Papua New Guinea
* Paraguay
* Peru
* Philippines
* Poland
* Portugal
* Qatar
* Republic of North Macedonia
* Romania
* Russia
* Rwanda
* Saint Kitts and Nevis
* Saint Lucia
* Saint Vincent and the Grenadines
* Samoa
* San Marino
* Sao Tome and Principe
* Saudi Arabia
* Senegal
* Serbia
* Seychelles
* Sierra Leone
* Singapore
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1. OECD
2. Topics
3. Consumer behavioural insights
CONSUMER BEHAVIOURAL INSIGHTS
Understanding consumer behaviour is key to effective policy design. Behavioural
insights, rooted in psychology and social science research, explain how people
actually make decisions. These insights explain why even informed consumers
might fall for deceptive or unfair commercial practices, ignore information
disclosure or product recalls, or overlook more sustainable choices.
Policy sub-issue
KEY LINKS
* Applying behavioural insights to consumer and competition policy
* Consumer policy toolkit
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KEY MESSAGES
CONSUMERS RARELY MAKE ENTIRELY RATIONAL CHOICES
Consumers are limited by the amount of information they can process and are
influenced by various cognitive and behavioural biases. These biases include
loss aversion, overconfidence or short-sightedness in decision making.
Additionally, the way information is framed or presented through techniques such
as anchoring, framing or priming effects, significantly shapes consumer choices.
As a result, consumers often make decisions that may not be in their best
interests, highlighting the need for policies that consider these complex
behavioural patterns.
BEHAVIOURAL INSIGHTS ARE RELEVANT FOR ALL AREAS OF CONSUMER POLICY
Early applications of behavioural insights in consumer policy highlighted the
need for transparency and reduced switching costs in sectors with complex
pricing practices, such as telecommunications, energy, and finance.
Since the release of the 2010 Consumer Policy Toolkit, the importance of
behavioural insights in consumer policy has been widely recognised across OECD
guidance. Key applications include enhancing information disclosures, addressing
unfair commercial practices, and empowering consumers to make better and more
sustainable choices. Behavioural insights now play a crucial role in consumer
policy and related fields like competition, data protection, finance, and
health.
Explore the Consumer Policy Toolkit
MORE EMPIRICAL RESEARCH IS NEEDED TO UNDERSTAND CONSUMER BEHAVIOUR
While consumer protection authorities in most OECD countries now recognise the
importance of behavioural insights, many legal and judicial frameworks have yet
to fully adapt to this evolving paradigm. This discrepancy is partly due to the
scarcity of empirical consumer behavioural research, which could significantly
bolster effective policymaking and enforcement decisions. Therefore, there is an
urgent need for more extensive research initiatives, including cross-country
surveys and behavioural experiments, to better inform and support consumer
protection efforts.
LATEST INSIGHTS
See all publications
* Video
Consumers in the digital and green transitions
8 October 2024
RELATED PUBLICATIONS
See all publications
* Working paper
Enhancing online disclosure effectiveness
25 October 2022
* Working paper
Good practice guide on online consumer ratings and reviews
6 September 2019
* Working paper
Understanding online consumer ratings and reviews
6 September 2019
* Working paper
Improving online disclosures with behavioural insights
12 April 2018
* Report
Tackling Environmental Problems with the Help of Behavioural Insights
10 May 2017
* Policy paper
Use of Behavioural Insights in Consumer Policy
20 January 2017
RELATED EVENTS
See all related events
* Ministerial meeting: Consumers at the centre of the green and digital
transitions
oecd-events.org
8 October 2024
RELATED POLICY ISSUES
* Consumer policy and digital technologies
Online markets provide consumers with a plethora of benefits including a
broader range of choices and increased convenience. However, they also
introduce numerous consumer protection challenges and expose new
vulnerabilities.
Learn more
* Consumption tax trends
Succinct, straightforward, and clear, jargon-free, messaging is required
here: what are the (global) challenges and what is at stake (for OECD
countries) with respect to this policy sub-issue? Keep in mind user
perspective logic by signposting the multiple angles/sectors that can be
brought to bear on the issue. 180-300 chars (3-6 lines) is ideal.
Learn more
* Dark commercial patterns
Dark commercial patterns steer, deceive, coerce, or manipulate consumers into
making decisions against their best interest.
Learn more
* Greening household and firm behaviour
Governments can provide an enabling environment for sustainable household and
firm behaviour. The OECD provides unique insights into the drivers of
environmental behaviours and the measures governments can put in place to
overcome identified barriers to more sustainable choices.
Learn more
* Product safety
Unsafe products pose significant risks to individuals, leading to injuries,
fatalities, and substantial economic burdens. Effective regulation is
essential to ensure necessary protections, instill confidence in businesses,
and foster fair competition.
Learn more
* Sustainable consumption
Consumers can play a critical role in reaching climate and sustainability
goals. However, more needs to be done to support sustainable decision-making.
Learn more
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