Reducing Buyer's Remorse
Choice-supportive bias leads to an increased liking of one's choices, including purchases. This seems to contradict the concept of buyer's remorse, however this choice enhancement can collapse when presented with even minor indication that the wrong choice was made. While initial positivity towards a decision is greater for more difficult decisions, this positivity also has greater vulnerability to evidence of an incorrect choice. This effect is larger when the purchaser is more involved in the decision. However, buyer's remorse can be reduced by post-purchase confirmation, though post-purchase communication may aggravate a buyer's discomfort if the the purchase did not line up well with the buyer's predominant goals. Indeed if the purchase lines up well with an individual's goals there will be less post-purchase dissonance which means there will be less remorse and greater decision satisfaction.
Read more about this topic: Buyer's Remorse
Famous quotes containing the words reducing, buyer and/or remorse:
“It is the American vice, the democratic disease which expresses its tyranny by reducing everything unique to the level of the herd.”
—Henry Miller (1891–1980)
“I suppose that one of the psychological principles of advertising is to so hammer the name of your product into the mind of the timid buyer that when he is confronted with a brusk demand for an order he can’t think of anything else to say, whether he wants it or not.”
—Robert Benchley (1889–1945)
“All futurity
Seems teeming with endless destruction never to be repelled;
Desperate remorse swallows the present in a quenchless rage.”
—William Blake (1757–1827)