Introduction to Special Issue on Consumer Response to Regulation
onsumer behavior is influenced by a large and varied array of laws, rules, regulations, and recommendations. Some of these laws, rules, regulations, and recommendations are prohibitions or admonitions; others are designed to require or encourage specific types of behavior. Although laws and regulations are often associated with government actions, the reality is that there exist a host of regulations, rules, requirements, recommendations, and prohibitions that are either imposed on consumers or suggested to consumers by vendors, experts, not for profit organizations, professional associations, consumer advocacy groups, media sources, faith based organizations, and even community and familial groups, among others. Consumer response to laws, rules, regulations, and recommendations may take many forms: advocacy, support, compliance (with or without support of the requirement) adherence, rejection, compensation, or rebellion. Consumer attitudes toward regulation may also vary depending on the frame of reference for example, "regulation is good for others who are vulnerable and/or less responsible, but not for me, because I am intelligent and responsible." Consumer response may depend upon how restrictions and recommendations are framed for example, consumers may respond differently to recommendations by physicians for compliance with medications (follow the doctor's orders) versus recommendations for adherence (implying active participation by consumers) It is also the case that a common source of consumer dissatisfaction is the set of requirements imposed by vendors (or government) as a condition of doing business (e.g. sharing personal information, paying in advance, waiting in line) Regulation(s) may have multiple effects on consumers. The same regulations that are designed to ensure that a consumer is well informed may also place a burden on consumers, as anyone who has purchased a home and taken out a mortgage knows well. The effects of, and subsequent
Journal of the Association for Consumer Research