As a birthday gift, Mike just got a new smart phone for his girlfriend Molly. However, the phone is not desired. In a few days, Mike struggles with the decision of whether to return the phone and get the one he wants, or to maintain that he received as a gift. The case is written from the perspective of consumers, and addresses issues of consumer behavior, such as the anticipation of regret. It would be useful in a marketing or launching first cycle course consumer behavior.
by
June Cotte,
Seung Hwan (Mark) Lee
Source: Ivey Publishing
3 pages.
May 10 2012: release date. Prod #: W12016-PDF-ENG
Freight and Regret: a solution for the case of consumer decision dilemma
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