As a birthday gift, Mike just got a new smart phone his girlfriend Molly. However, this is not the phone he wants. Within a few days, Mike is struggling with the decision to return the phone and get the one he wants, or to save the one he received as a gift. The case is written from the point of view of the consumer, and has to do with consumer behavior issues such as anticipatory regret. It would be useful in the introductory undergraduate marketing or consumer behavior. "Hide
and June Cotte, Son Hwan (Mark) Lee Source: Richard Ivey School of Business Foundation 3 pages. Publication Date: May 10, 2012. Prod. #: W12016-PDF-ENG
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