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A first-order consumer pays his money and receives the goods. If you buy a packet of chips and pay for it you are a first-order consumer.

If you then watch TV, you are not a first-order consumer because the TV programme is provided by a customer who put adverts on the screen, so you are not a direct participant in this process. You do not buy the programme, the advertiser buys it on the assumption that you and others are watching.


Obviously the programme has to be interesting enough to make people watch.

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12y ago

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