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In using the contribution margin technique
Perceptual Set
A mental predisposition to perceive one thing and not another, influenced by expectations, emotions, culture, and previous experiences.
Ponzo Illusion
A visual illusion where two horizontal lines of identical length appear to be of different lengths because of converging parallel lines.
Basal Metabolic Rate
The rate at which the body uses energy while at rest to maintain vital functions such as breathing and keeping warm.
Set Point
A theory suggesting that an individual's body weight is maintained around a biologically determined point, with the body regulating metabolism to maintain weight around this point.
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