This monograph addresses the traditionally charged relationship between private autonomy and consumer protection. This new perspective aims to highlight the irrational ways in which we act in various transactional or everyday situations and, thus, the need for legislative intervention to remedy our behavioral weaknesses. In the field of legal science, there is now talk of a new methodological trend, that of behavioral economic analysis of law. The monograph attempts to apply this newer analysis primarily in the area of consumer protection, in which greater emphasis is placed on the consumer's right of withdrawal under Directive 2011/83/EU, while also extensively referencing the rationale of general terms and conditions, exemption clauses particularly in consumer sales, and the liability of producers for defective products.