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Behavioural Economics, Neuroscience, and Marketing Law


January 3, 2011 12:45pm - 2:00pm

Room 180
Room 180, Stanford Law School
Lunch will be provided.

Sponsored by the Stanford Program in Law, Science and Technology and the Transatlantic Technology Law Forum

About the event: Marketing plays a fundamental role in a market economy as advertising provides information that should help consumers choose between various products. The traditional purpose of marketing law is inter alia to protect consumers (and competitors) from unfair commercial practices. In conventional economic models, consumers are expected to make rational or efficient choices. However, various studies in behavioural economics and neuroscience provide insight into limitations in human decision-making. The term ┬╗bounded rationality┬ź encapsulates the fact that consumer's rationality is limited by the information and cognitive limitations of the mind, taking into consideration the finite amount of time consumers have to make decisions.

In this presentation Jan Trzaskowski will give a comparative introduction to marketing law and discuss how and to what extent research in behavioural economics and neuroscience may be used for the interpretation of this body of law.

About Jan Trzaskowski: Jan Trzaskowski is Associate Professor, Ph.D. at the Law Department of Copenhagen Business School where he specialises in Internet and marketing law. In his current research he focus on how user-generated marketing such as viral advertising should be treated in marketing law taking into account the knowledge from behavioural economics and neuroscience. Under previous employment he was Head of the Danish delegation negotiating the 2000 E-Commerce Directive and 1999 OECD Guidelines for Consumer Protection in the Context of Electronic Commerce.

Registration Information: Registration is complimentary, but required. Register by visiting

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