There are a few hypothetical exceptions discussed, but the authors were surprised to see that in all the cases they looked at, it seemed to help. > Extremely h

There are a few hypothetical exceptions discussed, but the authors were surprised to see that in all the cases they looked at, it seemed to help. > Extremely high profit margins (>55%) could trigger a negative reaction, although this was not tested. Likewise, suspiciously low margins (e.g. negative or very low) could negatively impact the effect of trust that drives increased sales.