Rational Choice, Consumer Vulnerability and Empowerment: Diverging Economic Perspectives and Issues for Debate

• Author: Madalina Balau
• Position: PhD Candidate, University 'Al. I. Cuza', Iasi, Assistant Professor, Danubius University Galati, Romania
• Pages: 166-172

European Integration -

Realities a

166

Rational Choice, Consum

Economic P

Abstract

: This paper discusses the

rational choice theory and consum

European Union level. The question

rational choice influence the actual

choice? To this aim we review the b

wel

l as the conclusions of previous

main finding of this analysis is th

consumer skills and more active indi

Keywords:

rational choice theory; c

JEL Classification: M31; M38

1.

Introduction

In the context of the current econo

summed up creates the whole econo

that can be assigned a cost and a be

However, this perspective comes w

benefits there must a monetary evalu

of the consumer this is seldom mad

them related to aspects key to huma

love. At macro-

economic level costs

and their flow is clearly traced. Gre

but they will hardly refer to key asp

comes the fact that at the moment o

difficult to estimate. This situation

elementary piece of the current econ

for everyone to deeper analyze the p

These limitations of the theoretical

realm of consumer choice a confu

pressure on consumers mostly in an

theory and the main critique point

Romanian consumer, starting from

1

PhD Candidate, University “Al. I. Cuza”, I

Blvd, Galati, Romania.

Tel.: +40372 361

danubius.ro.

es and Perspectives

umer Vulnerability and Empowerment: D

c Perspectives and Issues for Debate

M

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lina B

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1

he i ssue of consumer choice seen from two quite diverging per

umer empowerment as it is currently measured by available re

ion we try to a nswer is: In

what manner do the assumptions on

ual understanding of choice and the improvement of the fairne

e basic theoretical ideas on rational choice and consumer empowe

us research on Romanian consumers’ empowerment current situa

that Romanian consumer choice needs more awareness, an in

ndividual involvement i

n discussing these issues.

; consumer choice; consumer empowerment; consumer vulnerabil

nomic development, individual choice is the element

nomic transactions, thus the economy itself. There are

benefit and as a consequence analyze the profitability

with its li

mitations, such as the fact that for calcula

aluation of all the preferences of consumers. From the

ade, and there are many aspects that are hard to mon

man life, such as health and education issues, and all

sts and benefits it can only be computed if there are m

rey and bla

ck economy can only be estimated with a

spects of human life such those mentioned above. In a

nt of choice there are future benefits and costs that a

tion makes us arrive to the idea that the individu

conomic development, is highly imperfect and it would

e process of choice.

al perspective put a certain pressure on consumers an

fusing and unclear area. In order to identify the as

an unfair way, we will lo

ok to the basic ideas of the r

ints that can be found, and next we analyze the si

om research report issued by the Joint Research

, Iasi, Assistant Professor, Danubius University Galati

.

Romania,

361 102,

fax: +40372 361 290. Corres ponding author:

mada

2013

t: Diverging

perspectives:

research at

on consumer

irness of the

werment, as

ituation. The

increase of

bility

entary p

iece that

are many choices

ity of the choice.

ulating costs and

he standing point

onetize, mos

t of

ll aspects related

money involved

th a certain error,

n addition to this

t are many tim

es

dual choice, the

uld be beneficial

and make of the

aspects that put

e rational choice

situation of the

h Centre of the

ia,

Address: 3 Galati

adalina.balau@univ

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