Vom Homo Oeconomicus zum Differenzierten Verbraucher

Do consumers and businesses need a new architecture of consumer law? In order to answer this question, it is necessary to look at the "old building" and to start with its basis, namely its basic principles such as the consumer image: Who is the consumer? What does he need? How does he act? The book answers those questions concerning the consumer in European contract law. It therefore explains basic terms and theoretical models as well as the development of the consumer image. The book also looks at neighbouring areas such as behavioural economics. Thus, a much more differentiated consumer image appears which does not require a new, but rather a modified architecture.