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The Conundrum of Contingent Free Shipping
Baucells, Manel; Lert, DevinCase DARDEN-QA-0939-EDecision AnalysisThis case uses the intent to make an online purchase of a clothing item to explore the role intuition may play in shopping decisions. Two criteria, price and quality, are identified as being important, and the protagonist is presented with another attribute: shipping cost. Because consumers may not expect to pay for shipping, they may be willing to buy an item that otherwise would not be attractive when doing so is rewarded with free shipping.Starting at €8.20