As a birthday gift Mike has just announced a new smartphone of his girlfriend Molly. However, it is not the phone he wants. In the course of a few days, Mike struggling with the decision 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 issues of consumer behavior such as anticipatory regret. It would be useful in an introductory marketing or undergraduate consumer behavior c … Read more »

As a birthday gift Mike has just announced a new smartphone of his girlfriend Molly. However, it is not the phone he wants. In the course of a few days, Mike struggling with the decision 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 issues of consumer behavior such as anticipatory regret. It would of course be useful in an introductory undergraduate marketing or consumer behavior.
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June Cotte,
Seung Hwan (Mark) Lee
Source: Ivey Publishing
3 pages.
Release Date: 10 May 2012. Prod #: W12016-PDF-ENG
Fret and regret: A Consumer Decision-Making dilemma HBR case solution