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In a world where organizations can anticipate, influence, and even shape the behavior of consumers and users, ethical reflection becomes indispensable. Advances in behavioral science, digital design, and data analytics have expanded what is possible, yet not always what is right. The Thoughtful Thing to Do explores this space between what can be done and what ought to be done. Drawing on key ethical frameworks, the book examines how integrity and responsibility can guide professional practice in customer and user relations. It connects moral reasoning with contemporary challenges such as truthful communication, risk disclosure, nudging, gamification, stereotyping, and the treatment of vulnerable groups. Rather than offering simple answers, this book provides tools for reflection and discussion. It invites students, professionals, and policymakers in commercial, public, and social-profit sectors to engage critically with the moral dimensions of everyday decisions.

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