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) R U P D Q \ \ H D U V W K H V H F X U L W \ L Q G X V W U \ K D V E H H Q H Y R O Y L Q J Z L W K Q H Z S U R G X F W V E H L Q J S U H V H Q W H G W R W K H P D U N H W H Y H U \ G D \ I U R P 9 & 5
U H F R U G H U V W R Q H W Z R U N H G V F D O D E O H V W R U D J H D Q G I U R P D Q D O R J X H S U R G X F W V W R Q H W Z R U N D W W D F K H G , 3 F D P H U D V 7 K H V H F K D Q J H V V L J Q D O D
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E X V L Q H V V D Q G S U R Y R N H P D Q \ E X V L Q H V V T X H V W L R Q V
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Z L W K H D V H 7 K H V W X Q Q L Q J $ U W ' H F R V X U U R X Q G L Q J V
x + R Z G R , U D L V H 6 H F X U L W \ W R W K H % R D U G / H Y H O
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x : L O O W K H Q H Z W H F K Q R O R J \ L Q W H J U D W H Z L W K W K H H [ L V W L Q J H T X L S P H Q W "
x 9 L G H R D Q D O \ W L F V P H W D G D W D ± K R Z F D Q W K L V E H Q H I L W P \ E X V L Q H V V "
x : K D W R S S R U W X Q L W L H V G R H V P \ F X U U H Q W V \ V W H P S U R Y L G H W R U H G X F H
W K H F R V W V D V V R F L D W H G Z L W K P D Q Q H G J X D U G L Q J "
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W U D G L W L R Q D O O \ W K H V H F X U L W \ F R Q V X O W D Q W V U R O H E X W L V W K L V F K D Q J L Q J D V
, 7 S U R Y L G H U V H Q W H U W K H E X V L Q H V V V S D F H "
x + R Z G R , P D N H P \ L Q Y H V W L J D W R U V P R U H H I I H F W L Y H "
x + R Z F D Q , U H G X F H V K U L Q N D J H X V L Q J W H F K Q R O R J \ "
' H W D L O V R I W K H I U H H + H D O W K 6 F D Q are D Y D L O D E O H R Q W K H
6 H F X U L W \ 5 R D G V K R Z U H J L V W U D W L R Q Z H E V L W H
7 L P L Q J
/ R F D W L R Q
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& R F N W D L O U H F H S W L R Q D Q G L Q I R U P D O Q H W Z R U N L Q J / 2 1 ' 2 1
, Q W U R W R W K H W H F K Q R O R J \ G L V F X V V L R Q : . + 5
: H O F R P H G H V F U L S W L R Q R I W K H H Y H Q L Q J I R U P D W L Q W U R W R 5 H W D L O 6 H F X U L W \
7
5 H W D L O 7 U H Q G V ± Prof. Joshua Bamfield, Centre for Retail Research
' L Q Q H U G L V F X V V L R Q
' H E D W H 7 R S L F V
& O R V L Q J V W D W H P H Q W W K D Q N \ R X
' L Q Q H U F R Q F O X G H V
7 R F R Q I L U P \ R X U L Q W H U H V W S O H D V H F R Q W D F W
T G V C K N F G D C V G " E E V X O G F K C E Q W M
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