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Chart 5b. Spatial configuration of the women’clothing area of C&A (second floor)<br />

To compare the number of appropriation strategies in each of these stores, we had to make sure<br />

that shopping contexts were the same. We, then, introduced certain control variables in our<br />

questionnaire (see chart 6):<br />

Shopping motives, either hedonic or utilitarian (Dawson and al, 1990)<br />

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