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Alcohol studies show that the use of alcohol kills off brain cells. … "Kills Brain Cells" has a significant impact, so an analyst should put more weight into it. "Kills Brain Cells" will have a long-term negative impact on this entity, which subtracts from the entity's value. This statements will have a short-term negative impact on this entity, which subtracts from its value. This qualitative factor will lead to an increase in costs. This statement will lead to a decrease in profits. "Kills Brain Cells" is an easy qualitative factor to overcome, so the investment will not have to spend much time trying to overcome this issue.