In this subtitle the following words have the meanings indicated. “Advertisement” means a commercial message in any medium that aids, promotes, or assists, directly or indirectly, a rental–purchase agreement. “Advertisement” does not include in–store merchandising ads. “Cash price” means the price at which the lessor would have sold rental property covered by a rental–purchase agreement to the consumer unconditionally for cash on the date of consummation. “Consumer” means an individual who rents personal property under a rental–purchase agreement primarily for personal, family, or household purposes. “Consummation” means the time at which a consumer enters into a rental–purchase agreement. “Cost of lease services” means the difference between the final purchase price of rental property and the cash price of rental property. “Lessor” means a person who regularly provides the use of personal property through rental–purchase agreements to consumers and to whom rental payments are initially payable on the face of a rental–purchase agreement. “Rental property” means personal property that is the subject of a rental–purchase agreement. “Rental–purchase agreement” means an agreement that: Is for the use of personal property by an individual primarily for personal, family, or household purposes; Is for an initial period of 4 months or less; Is automatically renewable for a weekly or monthly period with each rental payment after the initial period; and Allows but does not obligate the consumer to become the owner of the property.