ABSTRACT
A framework for guarantees could be based on a normative or a predictive approach (Whitford, 1973, p.423). A predictive approach is one which seeks to support the actual behaviour of consumers in the marketplace (ibid.). It is therefore based on an analysis of how consumers act, or would act if particular rules were in place. In contrast, a normative approach focuses on how consumers ought to act. Such an approach may be based on the desire to encourage consumers to act in a particular way, e.g., by taking account of particular matters in their purchasing decision (ibid.), although there is no evidence that consumers would, in fact, act in the desired way.
