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For consumers, the most enjoyable emotional experience garnered from shopping is feeling lucky. Retailers use this fact to their advantage, but too often they resort to using advertised price cuts to promote their wares. Promotions of this sort might make bargain-minded consumers feel lucky, but they cut into profit margins and undermine customer loyalty.
18.
Which one of the following most accurately describes the overall conclusion drawn in the argument?
a
Feeling lucky is the most enjoyable emotional experience garnered from shopping.
b
Retailers take advantage of the fact that shoppers enjoy feeling lucky.
c
Advertised price cuts are overused as a means of gaining retail sales.
d
Using advertised price cuts to promote retail products reduces profit margins and undermines customer loyalty.
e
Making consumers feel lucky is usually not a good formula for retail success.