3. Fairness – I also want to be treated fairly. That doesn’t mean I’ll always get what I want. Sometimes what I want is not possible, feasible or reasonable. If the return policy is that I’ll get store credit if I don’t have a receipt, that doesn’t mean I should expect to get cash in return instead. That makes perfect sense to me. However, it also shouldn’t mean that I have to have the receipt in order to get a store credit for a faulty product.