Question: =+3. Check out the Hot Topic Web site ( www.hottopic.com ). Compare the submarkets (subsubcultures) Hot Topic is aiming for with those of Abercrombie &

=+3. Check out the Hot Topic Web site ( www.hottopic.com ). 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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