http://www.slate.com/blogs/crime/2013/07/09/warm_weather_homicide_rates_when_ice_cream_sales_rise_homicides_rise_coincidence.html
A study within the article shows that there might be a possible correlation between homicides and ice cream sales. This is due to the partnered growth of when ice cream sales increase, the rate of homicides increase as well. Though this may be a mere statistical coincidence, the idea of hot weather causing crime, might allow people to believe and think differently. This circulating report might change Cold Stones' customers perceptions of ice cream which poses a threat to Cold Stones. Due to this perception, customers might have a negative perspectives on ice cream which will affect Cold Stones' sales and brand image overall. This threat might not weigh a lot, however, the connotation of ice cream among customers might affect their overall perception of Cold Stones.
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