Oversized Area Indications on Bonus Packs Fail to Affect Consumers’ Transactional Decisions—More Experimental Evidence on the Mars Case

Abstract Findings from behavioural research are gaining increased interest in EU legislation, specifically the area of unfair commercial practices. Prior on Mars case (Purnhagen and van Herpen 2017) has left open whether empirical evidence can provide an indication that this practice using oversized indications additional volume alters transactional decision consumers. This, however, is required to determine “misleadingness” such a legal sense as stipulated by Unfair Commercial Practices Directive 2005/29/EC. The current paper closes gap illustrating how inform interpretation. In particular, it extends previous two important ways: first, examining actual choice people make; second, investigating effects remain present context where comparison product available. Yet, while supporting extending findings study Purnhagen (2017) deceptiveness, could not produce clear influence consumers, way “UCPD” requires.