To make sense of the myriad new and existing products and services in the marketplace, consum­ ers construct and use categorical representations to classify, interpret, and understand information they receive about these products and services. We define a consumer category as a set of products, services, brands, or other marketing entities, states, or events that appear, to the consumer, relate...

in this work, we describe an adjunction between the comma category of set-based monads under the v -powerset monad and the category of associative lax extensions of set-based monads to the category of v -relations. in the process, we give a general construction of the kleisli extension of a monad to the category of v-relations.