Case Solution for Fret and Regret: A Consumer Decision-Making Dilemma

Complete Case details are given below :
Case Name :      Fret and Regret: A Consumer Decision-Making Dilemma
Authors :           June Cotte, Seung Hwan (Mark) Lee
Source :             Ivey Publishing
Case ID :            W12016
Discipline :        Marketing
Case Length :    03 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
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 behavior issues such as anticipatory regret. It would be useful in an introductory marketing or undergraduate consumer behavior course.
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