Altruism: won't work/agreewith themarketing theoriesMachantalksabout, becauseall altruistic
peoplecaresabout is theothers.
Kant: what Machanwould think wrong.
First point: Kant would agreewith Machandespitewith egoism. If I astheseller, will obligations
to domore, anddisclosing more, I'll soto speaktaking over your responsibility.
Kant suggeststhat thereis aissueof autonomy involved. Kant would askyou to treat with aperso
nasameaning not anend, andtheideaof universalization. Therefore, Machanis suggesting that
theseller is robbing theautonomy of customers.Rather thanall that happening, theabsenseof the
information is actually robbing theautonomy of thecustomers.Whenyou know to makeacusto
mer making apurchase,you haveto providesuchinformation, but actually wasnot providing the
information. Would thecustomer making abetter choicewithout that information?If not, you are
actually robbing theautonomy of thecustomer.
Hegoesonhereto suggestsits either for you to havemarket successor market failure. If you disc
losemore, you'll havecommercial failure. For me, it doesnot necessary for you to achieveacom
mercial failureby disclosing more. If your commercial successwasachievedthroughrobbing/dec
eving customer, thenyou arenot successedwith anything.
Machanthink we should not deceive, but not telling all is not deceiving. Leiser think not telling al
l is deceiving.
Thereality of caveat emptor
In this case,you disclosewhether thecustomer askor not.
Machansuggeststhat you haveto disclosethedefect of theproduct which aretheessential to the
customer, if not, you aredeceiving your customers.(Machanevensuggestsit is evenafraud)
Taketheexampleof selling aroof to anold lady again.Arn't you actually selling her andefecting
roof?Becauseyou clearly know that 1) shecannot aford theroof 2) shedoesnot havethat roof n ot 3) Shedoesnot needsuchroof
Are theseconditionsyou usedto makeasell?Is thereanyoneelseinvolved?
TheMaking of Self andWorld inAdvertising
1) advertisersbecomedesensitizedto thevirtues
-morehasto dowith advertisers
2) influencesits audienceto noglect thenon-market caltivation o