A study of specific paths for monopoly analysis considering consumer behavior deviations:A behavioral economics perspective
In contrast to the fully rational assumptions of neoclassical economics,behavioral economics recognizes that consumers exhibit bounded rationality,limited willpower,and limited self-interest.Consumer behavior is often influenced by competitive strategies employed by firms,leading to behavioral deviations.In the context of market competition within the digital economy,firms may intentionally exploit widespread consumer behavior biases to engage in monopolistic prac-tices such as bundling,"choose one of two"tactics,and self-preferential treatment,thus fostering monopolistic market structures.The use of consumer behavior biases makes monopolistic behavior more covert and difficult to identify,under-mining consumer welfare and impeding fair market competition.Traditional antitrust enforcement is based on the neoclas-sical economics assumption of the"fully rational individual",which presents limitations in adapting to the digital econo-my and protecting consumer interests.Theoretically,consumer behavior bias is a well-established,systematic theory,and incorporating it into monopoly analysis helps address the shortcomings of traditional antitrust enforcement.Practically,in-troducing consumer behavior biases offers distinct advantages in analyzing the relationship between consumers'objective behaviors and subjective perceptions,as well as in assessing competitive effects.It serves as a valuable supplementary tool to traditional antitrust analysis.Thus,incorporating consumer behavior deviations into monopoly analysis allows anti-trust enforcement agencies to better assess firms'actions and determine their legality.Consequently,it is recommended that behavioral economics be integrated into antitrust enforcement,considering the impact of consumer behavior deviations on market entry barriers,the legality of business practices,and the design of antitrust remedies.This approach aims to fulfill the ultimate goal of antitrust law:to safeguard consumer welfare.
data monopoly analysisconsumer behavior deviationconsumer welfarebehavioral economics
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