In modern democracies, societal objectives are pluralistic, varied, and often mutuallv conflicting. Consequently, cost-benefit analysts have considerable scope for defining societal objectives in a manner most suitable for advocating their clients' programs. Three different therapies for a hypothetical disease are considered. A Iternative definitions of societal objectives suitable for the advocacies of the different therapies are outlined. Some generalized principles of advocacy through convenient definition of societal objectives are identified.
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