Some industries have a negative public perception, because actions in the past have fed the perception. Those actions may have involved the company itself or a competitor, but they still are a negative for the company and the industry. Perception relates to the trade name of a company and it can hurt profits and revenue if the perception is strongly negative. … 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. "Negative Public Perception" is a difficult qualitative factor to overcome, so the investment will have to spend a lot of time trying to overcome this issue.