Case Name :      Dear Diary: My Heart is Racing to Buy a Car

Authors :           Seung Hwan (Mark) Lee, Matthew Thomson

Source :             Ivey Publishing

Case ID :            W12026

Discipline :        Marketing

Case Length :    02 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Jaime has been searching for several weeks to buy his first car. After narrowing his choices down to two, he couldn’t decide which car to purchase. Option A is to buy the Honda CRV, which met many of Jaime’s functional criteria (e.g., all-wheel drive, large trunk space, plenty of seats, etc.). Option A is quite appealing to Jaime because he could use the car for his work, go on road-trips with his siblings and weather the Wyoming climate. Option B is to buy the Ford Mustang, a car that he has been in love with ever since he was a teenager. Even though the Mustang did not necessarily meet any of his functional criteria, Jaime loved the idea of driving his dream car. Given these two options, Jaime is struggling to make a decision. Should he go with the car that meets his functional needs or should he go with the car that meets his affective needs? That is, should he go with his mind or his heart? Jaime wants to buy his car tomorrow. Help him.