Buyer’s Remorse

Buyer’s remorse encompasses feelings of regret, anxiety, or guilt that may arise following a purchase. While it is typically linked to major investments such as homes or vehicles, it can also manifest after smaller, routine purchases. This anxiety post-purchase is a type of cognitive dissonance, where the actual outcome of the purchase clashes with a person's expectations or alternative options.

This post-purchase anxiety often stems from cognitive dissonance, prompting individuals to reconsider their choices. It is commonly triggered by impulse purchases or the 'paradox of choice,' which involves concerns that a better alternative was available. Insufficient research prior to making a purchase can also contribute to feelings of regret.

Buyer’s remorse represents a form of cognitive dissonance that can cause considerable psychological discomfort. The internal struggle between expectations and the actual outcome of the purchase can lead to a range of negative emotions, from mild regret to intense anxiety. This experience often prompts individuals to reevaluate not only the purchase itself but also their decision-making abilities.

Although related, buyer's remorse and cognitive dissonance are separate concepts that carry different implications for businesses.