Buying remorse

Buying regret means that after buying a product, a customer is unsure whether their decision was the right one. This phenomenon is a form of cognitive dissonance and is therefore also known as post-purchase dissonance. Buying compliance can have the following causes: The customer has ...

  • bought the wrong product
  • sich vom Verkäufer durch disinformation überreden lassen
  • let the seller put you under pressure
  • Shopping addiction (shopaholic)
  • read a negative review about the purchased product
  • receive negative reactions from their personal and / or professional environment
  • learn negative information about the manufacturer of the product
  • receive positive information about rejected competing products
  • paid too high a price
  • bought beyond its needs
  • bought at the wrong time

Der Kunde will seine kognitive Dissonanz beseitigen, d. h. er strebt nach kognitiver Konsonanz. Dieses Ziel kann er grundsätzlich dadurch erreichen, dass er seine Kaufentscheidung bestätigt oder widerruft.

If the seller behaves passively, the customer's remorse can lead to the fact that the customer cancels his decision by canceling the order or by returning or exchanging the goods. Since purchase decisions cannot always and often be reversed with financial disadvantages, the following reactions are also possible:

  • The customer complains with alleged performance deficiencies (complaints)
  • delays payment (payment behavior)
  • calls for renegotiation on prices and / or payment terms

The seller is interested in the customer confirming their purchase decision. In order to achieve this, he must do post-purchase advertising and offer post-purchase services (post-purchase marketing). The seller can also prevent the possible purchase by arguing on both sides in the sales talk (anticipatory technique, two-sided argumentation) and / or offering the right to withdraw (repurchase).

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