On her way from work Rita stops at her local grocery store and as she is picking up some essential groceries, see an ad on the chips rack which says that Wise Chips (except Ridges) are priced at 99 cents. She is hungry and decides to have a little snack while shopping and picks up a new and healthy brand of Wise that says "All Natural." When she goes to the cash register the cashier rings the bag of chips at $2.39. She explains to the cashier about the ad but he gets gruff and refuses to acknowledge their mistake. The manager joins the argument and also refuses to see her point. By this time Rita is really frustrated because she would typically not spend $2.39 on a bag of chips. She is also upset because she spends almost $75 every week in the store and yet they are totally unwilling to accept their mistake. She decides to not come back to the store again and for the next ten years that she lives in the area shops at a different grocery store. What did the store gain or lose by refusing to agree with Rita? What lessons do we learn from this story