Discussion:
Retailers such as Neiman Marcus and REI have generous return policies. Other retailers provide price-match guarantees so if the consumer finds a lower price at another retailer, the lower price will be matched.
Explain why some consumers are attracted to these retailers and why some consumers are not.
Speculate what might happen to supply and demand if a significant number of retailers decided to implement the price-match guarantee.
Determine how much, if any, the Internet has managed consumer uncertainty and risk.