Opinion ID: 2051720
Heading Depth: 3
Heading Rank: 6

Heading: Degree of care reasonably expected of potential customers.

Text: In applying this factor, we consider the degree of care expected of a reasonably prudent purchaser or ordinary consumer using ordinary care. See Restatement § 20 cmt. h. If the goods or services are normally purchased only after considerable attention and inspection, greater similarity between the designations may be permitted than when the goods or services are purchased casually or impulsively. Id. § 21 cmt. h. Courts have noted that bank customers exercise a greater degree of care than do customers of other businesses. See First Nat'l Bank, Sioux Falls, 153 F.3d at 889 (noting that bank customers tend to exercise a relatively high degree of care in selecting banking services); Empire Nat'l Bank of Traverse v. Empire of America, 559 F.Supp. 650, 656 (W.D.Mich.1983). We believe that consumers in the eight-county area in which plaintiff does business would use the same degree of care in banking business and would be able to distinguish between the services and products provided by plaintiff and defendant. We do not believe that an ordinary consumer would be misled in banking decisions simply because two banks in the area have similar names. We believe this to be especially true in this case where Commercial Savings has developed a strong reputation concerning its products and services.