The myth of the irrational consumer
By increasing spending. Today’s figures show that, despite the troubles of (quoted) retailers, retail sales volumes have risen 2% in the last 12 months.
How can consumers have been so resilient in the face of so much terrible news?
My chart shows part of the answer. It shows that before the crisis struck last year, consumers were, in effect, behaving as if bad news were on the way. The ratios of retail sales to house prices and share prices reached low points in 2007. This meant that consumers, in aggregate, did not much increase spending in response to rising wealth. They behaved as if the rises in house prices and shares in 2003-07 were largely temporary. In effect, they were bracing themselves for bad times. The result has been that, as house and share prices fell, spending has held up, causing the ratios of sales to wealth to rise.
In other words, consumers - on average - are rational and forward-looking. They see trouble coming. A now-classic paper expressed it thus:
This raises a devastating problem for managerialist ideology. It suggests that consumers - on average and in terms of behaviour rather than words - are much more rational than “experts” or government. Whilst the banking system has been driven to the brink of collapse, and government finances are in a mess, consumers have weathered the storm quite well in part because they - more than government or “experts” - saw it coming.
Now, I am not saying here that spending will continue to hold up. Maybe rising unemployment will hit it. But the data suffices to disprove one theory that was popular a few months ago - that reckless consumers would cause a recession. The truth is that consumers have not been a cause of our troubles - though some (many?) will be victims of it.
Instead, the fact is that the crowd of ordinary people has been much more resilient than top-down organizations such as banks or government.
There’s a lesson here that won’t be learnt.
