Hence such a move involves a string of consequences. On the other land, if one does not follow suit, consumers may be attracted by the competitor's lower-priced products, and may even return goods they have already bought. (Many large stores in the US allow consumers to return goods within a month of purchase whether they have used them or not, for an unconditional refund.) Hence losses can be enormous.
另一方面，如果不跟進，那消費者可能會被對手的低價商品吸引，甚至把已經買的貨退回來（一般來說，美國消費者在中、大型商場購買產品後，不管用過或沒用過，都可以在一個月內退回，商場必須無條件退回貨款），損失同樣驚人。