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Check out the Hot Topic Web site (http://www.hottopic.com(Links to an external site). Compare the submarkets (subsubcultures) Hot Topic is aiming for with those of Abercrombie

  1. Check out the Hot Topic Web site (http://www.hottopic.com(Links to an external site). Compare the submarkets (subsubcultures) Hot Topic is aiming for with those of Abercrombie & Fitch.Identify the behaviors, affective responses, and cognitions most important in shopping at each store.

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