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Cantor violated Standard V(A) Diligence and Reasonable Basis because she did not have a reasonable and adequate basis for recommending clients buy HLC. Watson's enthusiasm and claim that HLC stock will perform well are not consistent with Cantor's conclusions. She must perform her own analysis before changing her investment recommendation. She has also violated Standard 1(B) Independence and Objectivity because she has not exhibited the independence of analysis and thought that is required by the Standard.