This contribution briefly traces the ‘behavioural turn' in EU Consumer law. We argue that the multi level nature of this paradigm shift is currently underappreciating the role of national courts in giving traction to the behavioural sciences paradigm. In a jurisprudential analysis of cases...

This article investigates the links of the average consumer concept in secondary legislation and the Court's case law, using doctrinal and empirical methods. It addresses five research questions: How is the average consumer test conceptualised? How does the CJEU test the average consumer? How is...