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The Weary Customer: Choosing Not to Choose Among Unfair ‘Choices’
Author(s) -
Jeannot Gilles
Publication year - 2015
Publication title -
the political quarterly
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.373
H-Index - 37
eISSN - 1467-923X
pISSN - 0032-3179
DOI - 10.1111/1467-923x.12213
Subject(s) - misinformation , premise , point (geometry) , marketing , business , face (sociological concept) , consumer choice , disconnection , economics , inequality , advertising , sociology , law , political science , mathematical analysis , social science , philosophy , linguistics , geometry , mathematics
Critics concerned with the effect of public utility companies' market practices have primarily focused on issues of disconnection and inequality. This article goes further, challenging the very premise on which the model is based: the principle of individual choice. The article focuses on the French gas, electricity and telephone sectors, developing two points. The first is the declining trust in public utility companies and a certain choice‐averseness. The second point addresses the experience of the ‘customer’, pressured to make the ‘right’ choice through manipulation and misinformation on the part of competing suppliers. Thus, instead of ‘active customers’ directing markets through their ‘choices’, what is seen is the disaffection or weariness of customers in the face of what they perceive as an unfair situation.