In this paper we provide a generalization of the standard models of the diffusion of a new product. Consumers are heterogeneous and risk averse, and the firm is uncertain about the demand curve: both learn from past observations. The attitude towards risk has important effects with regard to the...

In this paper we provide a generalization of the standard models of the diffusion of a new product. Consumers are heterogeneous and risk averse, and the firm is uncertain about the demand curve: both learn from past observations. The attitude towards risk has important effects with regard to the...

This article critically discusses the potential of the new behavioural turn in consumer policy. It focuses on methodological and normative aspects, which are not suffi ciently discussed in the policy domain, in particular on the lessons that can be learned from randomised control trials and the...