The main aim of this paper is to outline a framework for economic analysis of the causes and consequences of quality uncertainty on consumer behaviour. In particular, we adopt the UMH as the normative « zero model » in order to point out where alternative hypotheses coming from cognitive theories of economic behaviour as well as from applied research on consumer behaviour are necessary. Results in these fields are largely ignored in consumption theory -perhaps because of their lack of direct reference to the UMH; however, growing awareness of the limits of the UMH makes this gap less and less wide. We shall focus on quality uncertainty as a problem of quality identification that arises as a consequence of the multidimensional complexity of an object of choice. Then we propose a taxonomy of international imperfections and of the limits to consumer information. We then propose a simple comparative exercise on the consequences on consumption choices of complete and incomplete quality information. Our result show that quality consideration may alter consumer behaviour significantly, for instance reducing purchases of goods whose quality is uncertain

Consumption choices and uncertain quality

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Consumption choices and uncertain quality