2. Behavioural biases and how can they influence competition 2.1. Endowment effect, loss aversion and default biases 2.2. Salience, Framing effects and drip pricing 2.3. Time inconsistency and over optimism/pessimism 2.4. Complexity and information overload 3. General implications for competition policy 3.1. Can’t assume that companies will necessarily be neutral bystanders 3.2. Firms may compete to exploit, and more competition may not always solve this 3.3. Competition is still likely to generate benefits, even if it doesn’t solve the problem 4. Implications for competition enforcement 4.1. Gathering of empirical evidence 4.2. Market definition 4.3. Dominance/market power 4.4. Exclusionary Conduct 4.5. Mergers 4.6. Remedies