![]() ![]() However, if we use long-term rational well-being as the good we are trying to maximize, we would choose to value paying for college and attending sometimes difficult classes instead of the more immediate pleasure of the steak dinner. If we hold all pleasures to be equal, we could form a strong argument for going to that steak dinner instead of putting it towards a class you need to graduate, earning a degree which will develop your character, widen your awareness of the world, and better prepare you to navigate our society successfully. Let’s imagine you receive a fifty-dollar bill for your birthday and want to go out for a nice steak dinner. You can imagine how different the moral analysis would be depending upon the definition of the good. For instance, we might say that the good is “any and all pleasures” or “only long-term rational well being”. There are multiple ways we can answer those questions. For whom are we trying to maximize the good?.What is the good we are trying to maximize?. ![]() When we start to do this sort of analysis, we must ask ourselves two questions: Consequentialism(s)Ĭonsequentialism is the notion that it is the outcomes of our actions that matter the most in moral analysis, not the action themselves nor our motivations. As a normative ethical theory, Utilitarianism suggests that we can decide what is morally right or morally wrong by weighing up which of our future possible actions promotes such goodness in our lives and the lives of people more generally. Winning the lottery, marrying your true love or securing a desired set of qualifications all seem to be examples of events that improve a person’s life. Some things appear to be straightforwardly good for people. Therefore every pleasure is good because it is of one nature with us but every pleasure is not to be chosen by the same reasoning every pain is an evil but every pain is not such as to be avoided at all times. For example buying a yellow Mustang to show off their wealth.ģ8.The current trend in age-related marketing has to do with marketing more towards the older, baby-boomer generation.ģ9.It’s pretty simple to market for various ethnicities and countries since they have similar perspectives.Ĥ0.Pleasure is the beginning and the end of the happy life: because we recognize pleasure as the first good and connate with us and to this we have recourse as to a canon, judging every good by the reaction. wants.ģ2.What motivates consumers is important to marketers.ģ3.An example of importance weights are Mercedes are fast, they’re nice to look at, and they’re expensive.ģ5.When a consumer looks at the most important attribute of a brand first, and eliminates all brands that do not have this attribute, he is using a lexicographic approach.ģ6.Some socio-cultural effects how consumers respond to brands are social class and age.ģ7.Old monied people indulge in conspicuous consumption. ![]() hedonic products means fulfilling needs vs. This is an example of a fixed ratio reinforcement schedule.Ģ9.Marketers use Maslow’s hierarchy of needs to offer an extended brand line so the consumer can start high on the pyramid and work his way down.ģ0.Utilitarian vs. 21.Sight, sound, smell, taste, and touch are all used by marketers.Ģ3.An ad for dog treats on the side of the home page of dog.com is an example of perceptual fluency.Ģ4.Learning is when associations of sights or sounds get stored in short-term memory after many repetitions.Ģ5.The jingle, “Two allbeef patties.” is an example of the use of operant conditioning.Ģ6.Operant conditioning relies on behavior that is positively reinforced.Ģ7.Starbucks has a loyalty program that gives you a free drink after every 5 purchases. ![]()
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