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Consumer Behavior Final
chapters 13-19
160
Marketing
Undergraduate 3
05/12/2010

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Cards

Term
Situational Influence
Definition
all those factors particular to a time and place that do not follow from a knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior
Term
Key Situational Dimensions
Definition

1) Physical features

2) social surroundings

3) temporal perspective

4) task definition

5) antecedent states

Term
Communications Situation
Definition
the situation in which consumers receive information has an impact on their behavior; whether one is alone or in a group, in a good modd or bad, in a hurry or not influences the degree to which one sees and listens to marketing communications
Term
Purchase Situations
Definition
the situation in which a purchase is made can influence consumer behavior; marketers must understand these influences in order to develop marketing strategies that enhance the purchase of their products
Term
Usage Situations
Definition
when and with who when the consumption is made; marketers can communicate how their products create consumer satisfaction in each revelant situation
Term
Disposition Situation
Definition
decisions of this can creat significant social problems as well as opportunities for marketers; ex: people need to dispose of their existing bed before getting a new one
Term
Ceiling Height
Definition
study in which people answered faster in high ceilings than in low ones
Term
Physical Surroundings
Definition
include deor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object; a widely used type of situational influence particularly for retail
Term
Store Atmosphere
Definition
the sum of all the physical features of a retail environment; influences the consumers' judgements of the quality of the store and the store's image
Term
Atmospherics
Definition
the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers; important online and is receiving increasing attention from marketers
Term
Serviscape
Definition
the atmosphere when describing a service business as a hospital, bank, or restaurant
Term
Other Physical Surroundings
Definition

1) colors: create excitement and arousal

2) aromas: scents produced a greater intent for re-visits and brand recall

3) music: rapid turnover=faster music; muzak

4) crowding: bad for retailers

Term
Social Surroundings
Definition
the other individuals present in the particular situation; people's actions are frequently influenced by those around them
Term
Embarrassment
Definition
a negative emotion influenced by both the product and the situation; driven by the presence of othersin the purchase or usage situation
Term
Temporal Perspectives
Definition
situational characteristics that deal with the effect of time on consumer behavior
Term
Task Definition
Definition
the reason the consumption activity is occuring; the major dichotomy is between purchases for self-use versus gift giving
Term
Anteccedent States
Definition
features of the individual person that are not lasting characteristics, such as momentary moods or conditions; most people experience states of depression or excitement from time to time that are not normally part of their individual make up
Term
Moods
Definition
transient feeling states that are generally not tied to a specific event or object; tend to be less intense than emotions and may operate without the individual's awareness
Term
Program Context Effects
Definition
moods that play important roles in the communications situation; relate to the nature of the programming surrounding the focal ad; arousal influences information-processing activities
Term
Momentary Conditions
Definition
reflect temporary states of being; being tired, ill, having extra money, being broke, etc
Term
Ritual Situations
Definition
a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning; completely private to completely public
Term
Five Steps for Addressing Situational Factors
Definition

1) discover the various usage situations that influence the consumption of the product

2) survey a larger sample of consumers to better understand & quantify how the product is used & the benefits sought in the usage situation by the market segment

3) construct a person-situation segmentation matrix

4) evaluate each cell in terms of potential

5) develop & implement a marketing strategy for those cells that offer sufficient profit potential given your capabilities

Term
Purchase Involvement
Definition
the level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase; a temporary state of an individual or household influenced by the interaction of individual, product, and situational characteristics
Term
Product Involvement
Definition
enduring involvement; ex: buy your preferred brand of pop without much thought
Term
Nominal Decision Making
Definition
habitual decision making; involves no decisions per se; occur when there is very low involvement with the purchase; brand loyalty & repeat purchases
Term
Limited Decision Making
Definition
involves internal and limited external search, few alternatives, cimple decision rules on a few attributes, and little postpurchase evaluation; middle ground between nominal and extended decision making
Term
Extended Decision Making
Definition
an extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant postpurchase evaluation
Term
Desire to Resolve a Problem
Definition

1) the magnitude of the discrepancy between the desired and actual states

2) the relative importance of the problem

Term
Problem Recognition
Definition
the first stage in the consumer decision process; the result of a descrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process
Term
Actual State
Definition
the way an individual perceives his or her feelings and situation to be at the present time
Term
Desired State
Definition
the way an individual wants to feel or be at the present time
Term
Relative Importance
Definition
a large discrepancy that exists in a problem and the cosumer may not proceed to information search if the problem is small
Term
Active Problem
Definition
a problem the consumer is aware of or will become aware of in the normal course of events; marketers convince consumers that their brand is the superior solution
Term
Inactive Problem
Definition
a problem of which the consumer is not aware; marketers have to convince consumers that they have the problem and that their brand is a superior solution
Term
Discovering Consumer Problems
Definition

surveys & focus groups tend to take one of the three analysis problem identifications

1)Activity Analysis

2)Product Analysis

3)Problem Analysis

4)Human Factors Research: does not rely on surveys or focus groups

5)Emotion Research:attempts to disciver the role emotions play in problem recognition

Term
Generic Problem Recognition
Definition
a basic approach to causing problem recognition; involves a discrepancy that a variety of brands within a product category can reduct; increasing it generally results in an expansion of the total market; the product in general, ex: pork, got milk ads;
Term
Selective Problem Recognition
Definition
a basic approach to causing problem recognition; involves a discrepancy that only one brand can solve; firms attempt to cause this problem recognition to gain or maintain market share; ex: Frontline solves flee trouble
Term
Timing of Problem Recognition
Definition
consumers often recognize problems at times when purchasing a solution is difficult or impossible; a common marketing strategy is to trigger problem recognition in advance of the actual problem; ex: Allstate Insurance commercials
Term
Variety Seeking
Definition
sensory-specific satiety-consumers get bored (satiated) with sensory attributes more than on non-sensory attributes (brand); offering variety on key sensory attributes can increase loyalty to the brand even if consumers engage in variety seeking; Yogurt example
Term
Satiation
Definition
challenge for marketers; people like the experience less as they repeat them; more categories=less satiation
Term
Internal Search
Definition
once a problem is recognized, relevant information from long-term memory is used to determine if a satisfactory solution is known, what the characteristics of potential solutions are, what are appropriate ways to compare solutions, and so forth
Term
External Search
Definition
search process in which independent sources, personal sources, marketer-based information, and product experience
Term
Ongoing Search
Definition
done to acquire information for possible later use and because the process itself is pleasurable; ex: individuals highly involed in tennis are apt to seek information about tennis-related products constantly without a recognized problem with their existing equipment
Term
Types of Information Sought
Definition

a consumer decision requires info on the following

1)the appropriate evaluative criteria for the solution of a problem

2)the existence of various alternative solutions

3)the performance level or characteristic of each alternative solution on each evaluative criterion

Term
Awareness Set
Definition
potential solutions; composed of three subcategories of considerable importance to marketers
Term
Evoked/Consideration Set
Definition
those brands or products one will evaluate for the solution of a particular consumer problem; will vary depending on the usage situation
Term
Inept Set
Definition
unworthy of further consideration; actively disliked or avoided by the consumer
Term
Inert Set
Definition
brands of which you are aware but indifferent toward; generally acceptable when preferred brands are not available
Term
Availability Heuristic
Definition
"K" is more likely to be in 3rd position than the 1st, but it's easier to think of words with "K" in the 1st position; tend to over estimate and bias with harsher words; ex: more kids die with a pool at home than a gun
Term
Confirmation Bias
Definition
people seek information that only confirms the rule
Term
Primary Sources of Information
Definition

1) Memory of past searches, personal experiences, & low-involvement learning

2) Personal Sources such as family, friends, etc

3) Independent Sources magazines, consumer groups, & government agencies

4) Marketing Sources sales personnel, web sites, advertising

5) Experiential Sources inspection or product trial

Term
(Shopping) Bots
Definition
software "robots" that do the shopping/searching for users; there are numberous shopping services on the Internet that can search out the lowest prices for specific items, search out online retailers of specific merchandise, suggest specific brands based on prior purchases or prespecified criteria
Term
Behavioral Targeting
Definition
involves tracking consumer click patterns on a web site and using that information to decide on banner ad placement
Term
Search Engine Optimization (SEO)
Definition
involves techniques designed to ensure that a company's web pages "are accessible to seach engines and focused in ways that help improve the chances they will be found"; ex: Google's AdWord program
Term
Various Measures of External Info Search
Definition

1)number of stores visited

2)number of alternatives considered

3)number of personal sources used

4)overall or combination measures

 

each assesses a different aspect of behavior but all observes one: external information search is skewed toward limites search, with the greatest proportion of consumers performing little external search immediately prior to purchase

Term
Influences of expected benefits and perceives costs of search
Definition

1)market characteristics: # of alternatives, store distribution, info availability

2)product characteristics: differentiation (feature & quality variation)

3) consumer characteristics: perceived risk

4)situation characteristics: temporal perspective

Term
Store Distribution
Definition
number, location, and distances between retail stores in the market affects the number of store visits a consumer will make before purchase; a close proximity of stores will often increase this aspect of external search
Term
Perceived Risk
Definition
associated with unsatisfactory product performance, either instrumental or symbolic, increases information search prior to purchase
Term
Maintenance Strategy
Definition
marketers strategy is the brand is purchased habitually by the target market; hold product development and improvements and to counter short-term competitive strategies
Term
Disrupt Strategy
Definition
marketers strategy if the brand is not part of the evoked set and the target market engages in nominal decision making; ex: starbuck's instant coffee & Silk on non-milk drinkers and cow-milk drinkers
Term
Capture Strategy
Definition
marketers strategy to capture as large a share of the purchases as practical; they engage in limited search and marketers need to know where they search and for what information they are looking for
Term
Intercept Strategy
Definition
marketing strategy in which you need to get a consumer to make a point of purchase decision for something that is not in their evoked set
Term
Preference Strategy
Definition
marketers strategy that structures an information campaign that will result in the brand being preferred by members of the target market
Term
Acceptance Strategy
Definition
similar to preference strategy however it is complicated by the fact that the target market is not seeking information about the brand
Term
Measures of External Search
Definition

1) Number of stores visited

2) Number of alternatives considered

3) Number of personal sources used

4) Overall or combination measures

Term
Paradox of Choice
Definition
"why more is less"
Term
The Pioneering Advantage
Definition
the importance of consideration, early brands in a category have an advantage over later entrants; results from an advantage enjoyed by brand consideration set formation
Term
Rational Choice Theory
Definition
assumes the consumer has sufficient skills to calculate which option will maximize his/her value, and will choose on this basis; identify or discover the one optimal choice; the decision maker collects information levels of attributes accross alternatives, applies the appropriate choice rule, and the superior option is revealed
Term
Compensatory Decision Rule
Definition
states that the brand that rates highest on the sum of the consumer's judgements of the relevant evaluative criteria will be chosen
Term
Bounded Rationality
Definition
a limited capacity for processing information
Term
Metagoal
Definition

the general nature of the outcome being sought; goals:

-maximizing the accuracy of the decision

-minimize the cognitive effort required for the decision

-minimize the experience of negative emotion while making the decision

-maximize the ease with which a decision can be justified

Term
Affective Choice
Definition
choices that are holistic in nature; based on evaluations that are focused on the way they make the user feel as they are used; based exclusively or primarily on the immediate emotional response to the product or service
Term
Consummatory Motives
Definition
underlie behaviors that are intrinsically rewarding to the individual involved (affective choice)
Term
Instrumental Motives
Definition
activate behaviors designed to achieve a second goal
Term
Attribute-based choice
Definition

requires the knowledge of specific attributes at the time the choice is made and it involves attribute-by-attribute comparisons across brands

ex: buying the Olympus Stylus because of the camera's features

Term
Attitude-based Choice
Definition
involves the use of general attitudes, summary impressions, intuitions, or heuristics; no attribute-by-attribute comparisons are made at the time of choice; longer choice process
Term
Evaluative Criteria
Definition
the various dimensions, features, or benefits a consumer looks for in response to a specific problem; every person's list of criteria is different; tangible vs. intangible
Term
Projective Techniques
Definition
frequent use is made of indirect methods which allow the respondent to indicate the criteria someone else might use
Term
Perceptual Mapping
Definition
another usedul infirect technique for determining evaluative criteria
Term
Conjoint Analysis
Definition
most popular indirect measurement approach; the consumer is presented with a set of products or product descroptions in which the evaluative criteria vary
Term
Sensory Discrimination
Definition
the ability of an individual to distinguish between similar stimuli; sound of stereo systems, taste of food products, or the clarity of display screens
Term
Surrogate Indicator
Definition
an attribute used to stand for or indicate another attribute; based off of consumers' beliefs that price level and quality level generally go together
Term
Blind Tests
Definition
the consumer is not aware of the product's brand name; a new product is initially tested against competitors
Term
Noncompensatory Rules
Definition
decision rule for attribute-based choices; a high level of one attribute cannot offset a low level of another; conjunctive, disjunctive, elimination-by-aspects, lexicograph rules
Term
Compensatory Rule
Definition
a decision rule for attribute-based choices in which consumers average across attribute levels; this allows a high level of one value to offset a low value of another; the brand that rates highest on the sum of the consumers' judgements of the relevant evaluative criteria will be chosen (remove the "ideal point" from the multi-attribute model)
Term
Conjunctive Decision Rule
Definition
attribute-based choice decision rule that establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards; eliminating those that don't meet the criteria
Term
Disjunctive Decision Rule
Definition
establishes a minimum level of performance for each important attribute (often a fairly high level); making the criteria either or; sets minimum for several attributes
Term
Elimination-by-Aspects Decision Rule
Definition
requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion; eliminate until there is only 1 left over aspect
Term
Lexicograph Decision Rule
Definition
requires the consumer to rank the criteria in order of importance; selects the brand thta performs the best on the most important attribute, if there is a tie, move onto the next most important criteria; plays a "winner take all" game with dimensions
Term
Heuristic
Definition
a decision "rule of thumb" or shortcut; make our lives easier; nothing inherently wrong about them except for bias
Term
Bias
Definition
use or overuse of a heuristic leads to poor decision; problems happen if we overapply a heuristic
Term
Framing Effects
Definition
decisions are influenced by the way a set of choices is presented; 2 versions of a problem that are essentially the same can lead to different choices
Term
Marketing Channel
Definition
includes all individuals and firms involved in the process of making a product or service available to customers
Term
Functions of Marketing Channels
Definition

1) Facilitating: financing & marketing information and research

2) Logistical: assorting and transporting

3) Transactional: buying, selling, & risk mitigation

Term
Purchase Decision Sequence
Definition

1)Outlet First, Brand Second (bananas)

2)Brand First, Outlet Second (Rolex watches, Jeans)

3) Brand and Outlet Simultaneously

Term
In-Home Shopping
Definition
products in catalogs, direct-mail pieces, or various print media; on televisions or radiol or on the Internet or through their cell phones; they can acquire the products through mail, telephone, or computer orders; growing % of total retail sales
Term
Internet Retailing
Definition

products & services can be categorized based on their purchase characteristics

-Replenishment Goods: moderate cost, high-frequency

-Researched Items: high info, big-ticket, planned

-Convenience Items: low risk discretionary

Term
Online Privacy Concerns
Definition
relate to consumer fears regarding how personal information about them that is gathered online might be used
Term
Multi-Channel Shoppers
Definition
relates to consumer shopping patterns; consumers who browse and/or purchase in more than one channel
Term
Store Image
Definition
a given consumer's or target market's perception of all the attributes associated with a retail outlet; same as the concept of brand image
Term
Store Brands
Definition
closely related to store image; the store or outlet is the actual brand (Gap, Victoria's Secret, etc); stores can carry only manufacturer's or develop their own house or store kind
Term
Spillover Sales
Definition
sales of additional items to customers who came to purchse an advertised item
Term
Channel Conflict
Definition
occurs when the actions taken in one channel negatively affect another channel
Term
Price Advertising Decisions
Definition

1) How large a price discount should be used

2) Should comparison or reference prices be used

3) What verbal statements should accompany the price information

Term
Reference Price
Definition
a price with which other prices are compared (to the original price)
Term
External Reference Price
Definition
a price presented by a marketer for the consumer to use to compare with the current price
Term
Internal Reference Price
Definition
a price or price range that a consumer retrieves from memory to compare with a price in the market
Term
Retail Attraction Model/Retail Gravitation
Definition
used to calculate the level of store attraction based on store size and distance from the consumer; store size is measured in square footage and assumed to be a measure of breadth of merchandise
Term
Perceived Risk
Definition
considered a consumer characteristic as well as a product characteristic
Term
Shopping Orientation
Definition
a shopping style that puts particular emphasis on certain activities or shopping motivations; closely related to general lifestyle and are subject to similar influences
Term
Types of Shopping Orientations
Definition

1) Chameleons

2) Collectors/Gatherers

3) Foragers (me)

4) Hibernants

5) Predators

6) Scavengers

Term
Unplanned Purchases
Definition
purchases made in a retail outlet that are different from those the consumer planned to make prior to entering that retail outlet
Term
Impulse Purchases
Definition
occurs when a consumer sees a candy bar in the store and purchases it with little or no deliberation as the result of a sudden powerful urge to have it
Term
Reminder Purchase
Definition
type of unplanned purchase when a consumer notices something in a store and remembers that he/she is almost out at home
Term
Store Atmosphere
Definition
influenced by such attributes as lighting, layout, presentation of merchandise, fixtures, floor coverings, colors, sounds, odors, and the dress and behavior of sales and service personnel
Term
Atmospherics
Definition
the process managers use to manipulate the physical retail or service environment to create specific mood responses in shoppers
Term
Postpurchase Dissonance
Definition

a function of the following; occurs bc making a relatively permanent commitment to a chosed alternative requires one to give up the attractive features of the unchosen alternatives

1) the degree of committment or irrevocability of the decision

2) the importance of the decision to the consumer

3) the difficulty of choosing among the alternatives

4) the individual's tendency to experience anxiety

Term
Managing Post-Purchase Decisions
Definition

-increase the desirability of the brand purchased

-decrease the desirability of rejected alternatives

-decrease the importance of the purchase decision

-reverse the purchase decision (return the product before use)

Term
Consumption Guilt
Definition
similar to postpurchase dissonance; occurs when negative emotions or guilt feelings are aroused by the use of a product or service; people lower their expectations to reduce post-purchase dissonance
Term
Counterfactual Thinking
Definition
refers to imagining the outcome if a different decision had been made in the past; ex: thinking about an option that wasn't chosen
Term
Use Innovativeness
Definition
a consumer using a product in a new way; ex: Arm & Hammer's baking soda, WD-40
Term
Product Nonuse
Definition
occurs when a consumer actively acquires a product that is not used or used only sparingly relative to its potential use; can occur because the situation or the purchaser changes between the purchase and the potential usage occasion
Term
E-Waste
Definition
exploding demand and short product life spans for high-tech gadgets such as cell phones, computers, etc is creating growing concerns for this
Term
Consumer-to-Consumer Sale
Definition
occurs when one customer sells a product directly to another with or without the assistance of a commercial intermediary; ex: garage sales, swap meets, etc
Term
Instrumental Performance
Definition
the physical functioning of the product
Term
Symbolic Performance
Definition
aesthetic or image-enhancement performance
Term
Affective Performance
Definition
the emotional response that owning or using the product or outlet provides; can arise from instrumental or symbolic performance or from the product itself
Term
Repeat Purchasers
Definition
those who continue to buy the same brand though they do not have an emotional attachment to it
Term
Switching Costs
Definition
the costs of finding, evaluating, and adopting another solution
Term
Brand Loyalty
Definition
a biased behavioral response expressed over time by a decision-making unit with respect to one or more alternative brands out of a set of such brands that is a function of psychological processes
Term
Committed Customer
Definition
a consumer loyal to a brand, store, or service; has an emotional attachment to the brand or firm
Term
Churn
Definition
turnover in a firm's customer base
Term
Relationship Marketing
Definition
an attempt to develop an ongoing, expanding exhange relationship with a firm's customers
Term
Relationship Marketing 5 Elements
Definition

1)developing a core service or product around which to build a customer relationship

2) customizing the relationship to the individual customer

3) augmenting the core service or product with extra benefits

4) pricing in a manner to encourage loyalty

5) marketing to employees so that they will perform well for customers

Term
Organizational Buyers
Definition
those manufacturers, wholesalers, retailers, and government agencies that buy goods and services for their own use or for resale
Term
Derived Demand
Definition
the demand for industrial products and services is driven by, or derived from, demand for consumer products and services
Term
Decision-Making Units (DMU's)
Definition
the individuals (representing functional areas and management) within an organization who participate in making a given purchase decision; they function as buying centers when they consist of individuals from various areas (engineering, accounting, marketing)
Term
Buying Centers
Definition
individuals from various areas of the firm (accounting, engineering, marketing) who meet specifically to make a purchase decision
Term
Straight Rebuy
Definition
the purchase is of minor importance and is not complex (no consideration is given to strategic issues); reordering process may be automated or routinely by clerical personnel; often handled under a contract and price or reliability tend to be the dominant evaluative criteria
Term
Modified Rebuy
Definition
when the purchase is moderately important to the firm or the choice is complex; a product the organization is accustomed to purchasing but the product or the firm needs to have changed; DMU is likely to include several reps including midlevel managers and evaluative criteria are analyzed
Term
New Task
Definition
the buying decision is very important and the choice is quite complex; the buying organization will typically have had little experience with the product or service; the DMU evolves over time and will be large; top management will be involved
Term
Steps in the Organizational Decision Process
Definition

1) Problem Recognition

2) Information Search

3) Evaluation & Selection

4) Purchase & Decision Implementation

5) Usage & Postpurchase Evaluation

Term
Two-Stage Decision Process
Definition

the evaluation of possible vendors and selection of a given vendor;

1) making the buyer's approved vendor list

2) involves other decision rules; disjunctive, lexicographic, compensatory, or elimination-by-aspects

Term
Terms and Conditions
Definition
payments, warranties, delivery dates, and so forth; complex and critical in business-to-business markets
Term
Organizational Culture
Definition
much like lifestle in that organizations vary dramatically in how they make decisions and how they approach problems involving risk, innovation, and change
Term
Corporate Culture
Definition
the organizational culture of a business firm
Term
Firmographics
Definition
involve both organization characteristics (size, activities, objectives, location, and industry category) and characteristics of the composition of the organization (gender, age, education, income distribution of employees)
Term
Macrosegmentation
Definition
organizations with distinguishing firmographics can be grouped into market segments through this process; based on differences in needs due to firmographics
Term
Lead Users
Definition
most powerful type of reference group in industrial markets; innovative organizations that derive a great deal of their success from leading change
Term
Reference Group Infrastructure
Definition
the flow of purchase influence within an industry
Term
8 Common Business Values
Definition

1) risk taking is admired and rewarded

2) competition is more important than cooperation

3) hard work comes first, leisure second

4) individual efforts take precedence over collective efforts

5) any problem can be solved

6) active decision making is essential

7) change is positive and is actively sought

8) performance is more important than rank or status

Term
Internal Factors Influencing Organizational Culture
Definition

1) Organizational Values

2) Perception

3) Learning

4) Motives and Emotions

Term
Ethics
Definition
a system of moral principles; the rules of conduct recognized in respect to a particular class of human actions or a particular group
Term
Laws
Definition
the priciples and regulations established in a community by some authority and applicale to its people, whether in the form of legislation or of custom and policies recognized and enforced by judicial decision; any written or positive rule or collection of rules prescribed under the authority of the state or nation, as by the people in its constitution
Term
Ethics of Exchange
Definition

1) Caveat Emptor; buyer beware: buyers have limited rights to recover anything from sellers if products are defective

2) Consumer Bill of Rights; JFK-1962

Term
Consumer Bill of Rights
Definition

1) Right to be Safe

2) Right to choose freely

3) Right to be heard

4) Right to be informed

 

Term
Moral Idealism
Definition
certain individual rights and duties are universal (Consumer Bill of Rights, US Constitution)
Term
Conflicting Principles in Business
Definition

Societal Responsibility (General Public & Environment)

Stakeholder Responsibility (Customers, Suppliers/Distributors, Employees)

Profit Responsibility (Owners/Stockholders, Lenders)

Term
Utilitarianism
Definition
greatest good for the greatest number; evaluate costs and benefits, choose the option with the greatest benefits for the whole
Term
CARU
Definition
the National Advertising Division of the Council of Better Business Bureaus is the primary self-regulatory body of the American advertising industry; The Children's Advertising Review Unit in a special unit created by this body to review advertising aimed at children
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