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One distinguishing feature of business is its economic character. In the world of business, we interact with each other not as family members, friends, or neighbors, but as buyers and sellers, employers and employees, and the like. Trading, for example, is often accompanied by hard bargaining , in which both sides conceal their full hand and perhaps engage in some bluffing. And a skilled salesperson is well-versed in the art of arousing a customer’s attention (sometimes by a bit of puffery) to clinch the sale. Still, there is an "ethics of trading" that prohibits the use of false or deceptive claims and tricks such as “bait-and-switch” advertising.