Fret and Regret: A Consumer Decision-Making Dilemma

Name: Fret and Regret: A Consumer Decision-Making Dilemma (English version)
SKU: 9B12A018

June Cotte; Seung Hwan (Mark) Lee

Product #:9B12A018

Supplier:Ivey

Discipline:Marketing

Setting:United States, 2012

Details:Case (PDF) • 3 pages • 2012-05-10

Subjects:

Consumer behavior Market research Sales and marketing Marketing

Geography:

United States North America

Your Price:

$9.71

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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.

Learning Objectives

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.