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A key disadvantage of the multi-domestic strategy/worldwide geographic area structure is:
Negative Consumer Mood States
Emotional states of consumers that negatively affect their perceptions, judgments, and consumption behaviors.
Mood Congruency
The concept that people are more likely to remember information that is consistent with their current mood.
Recall
The ability to retrieve and reproduce information from memory without being re-exposed to it since its original encoding.
Encoding
The process of converting information or an idea into a particular form, such as language or computer code, to communicate effectively.
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