A number of studies have pointed to various mistakes that consumers might make in their consumption-saving and financial decisions (e.g., Thaler and Shefrin, 1988). However, it remains unclear how systematic and costly such mistakes are in practice.
Studies of consumer decision-making in actual market environments are rare. Among the few such studies, DellaVigna and Malmendier (2002) find that consumers systematically choose sub-optimal membership plans at health clubs, but Miravete (2003) finds consumers’ choices of telephone billing plans to be closer to optimal.