Many practical consumers think of the pricing practices and gimmicks mentioned in the text as a nuisance or irritant that they must live with, not as something morally objectionable. But tricky or manipulative pricing does raise moral questions—not least about business’s view of itself and its role in the community. Businesspeople and ethical theorists are now beginning to take it seriously.


1.What examples can you think of in your experience of manipulative pricing?


2.Do you think it was morally permissible for the company to try and manipulate you, the consumer, in such a way? Why or why not?

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