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July 18, 2025 

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SAVING: The after-tax disposable income of the household sector that is not used for consumption expenditures. In general terms, saving is the use of income to purchase legal claims through financial markets rather than the direct purchase of physical goods and services. In the macroeconomic world modeled by the circular flow, saving is the diversion of household income away from consumption and into the financial markets. In this model, saving is a primary source of funds used for business investment expenditures for capital goods. Saving is also used to finance government expenditures.

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COMMUNICATION: The process by which ideas, thoughts, and subsequent feedback is accomplished through encoding, sending, and decoding. In order for effective communication to occur the sender must understand the target audience and encode the message in a way that will be understood. This message is sent in various forms and can be distorted by interference prior to reaching the receiver. Receiver then interprets the message and performs required action and gives necessary feedback to the sender. Utilizing this process correctly is an integral part of the promotion element in the marketing mix.

     See also | marketing mix | perception | consumer decision making | consumer behavior | promotion |


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AUTONOMOUS SAVING

Household saving that does not depend on income or production (especially disposable income, national income, or even gross domestic product). That is, changes in income do not generate changes in saving. Autonomous saving is best thought of as a baseline level of saving (usually negative) that the household sector undertakes in the unlikely event that income falls to zero. It is measured by the intercept term of the saving function or the saving line. The alternative to autonomous saving is induced saving, which does depend on income.

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