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What Two Basic Dimensions Determine If a Shopper Will React

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What two basic dimensions determine if a shopper will react positively or negatively to a consumption environment? What factors can affect a consumer's moods in the shopping environment that are a) under the control of the marketer and b) not under the control of the marketer?


Definitions:

After-Tax Discount

A reduction in the price of an item or service that is applied after calculating taxes.

Straight-Line Depreciation

A method of allocating the cost of a tangible asset over its useful life uniformly.

After-Tax Discount

The reduction or deduction from the gross amount on which tax has already been calculated and deducted.

Working Capital

The gap between a firm's current assets and its current liabilities, signifying the available liquidity for operating its business activities.

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