Buyer's remorse is the sense of regret after having made a purchase. It is frequently associated with the purchase of an expensive item such as a car or house. It may stem from fear of making the wrong choice, guilt over extravagance, or a suspicion of having been overly influenced by the seller.
Buyer's remorse is thought to stem from cognitive dissonance, specifically post-decision dissonance, that arises when a person must make a difficult decision, such as a heavily invested purchase between two similarly appealing alternatives. Factors that affect buyer's remorse include resources invested, the involvement of the purchaser, whether the purchase is compatible with the purchaser's goals, and what positive or negative evidence the purchaser encounters post-purchase that confirms or denies the purchase as a good idea.
Read more about Buyer's Remorse: Causes, Buyer’s Remorse and Involvement, Buyer's Remorse and The Paradox of Choice, Reducing Buyer's Remorse
Famous quotes containing the words buyer and/or remorse:
“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)
“What a devil art thou, Poverty! How many desires—how many aspirations after goodness and truth—how many noble thoughts, loving wishes toward our fellows, beautiful imaginings thou hast crushed under thy heel, without remorse or pause!”
—Walt Whitman (1819–1892)