The type of cognitive dissonance that appears when a customer seems to regret her or his purchase is commonly known as buyer’s remorse. It can be because customers made an impulsive purchase and thus now is regretting his or her decision, or because the item that she or he purchases are expensive in nature. In addition to the price of the purchased item, other factors that causes buyer’s remorse to arise are high involvement of the purchaser, compatibility of the product purchased, and the purchaser’s goals.
