Fret and Regret: A Consumer Decision-Making Dilemma
(3 pages of text)
Case (Gen Exp)
As a birthday present, Mike has just been given a new smartphone by his girlfriend, Molly. However, it is not the phone he wants. Over the course of a few days, Mike struggles with the decision of whether to return the phone and get the one he wants, or keep the one he received as a gift. The case is written from the perspective of the consumer, and deals with consumer behaviour issues such as anticipatory regret. It would be useful in an introductory marketing or undergraduate consumer behaviour course.
This case is intended for an introductory-level course in consumer behaviour. The objective of this case is to highlight some of the key issues in consumer behaviour regarding decision-making and post-decision regret.
United States, 2012
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