Buyer's Remorse Is Easily Solved By Changing Your Buying Decision Process

Shopping has a hangover known as buyer's remorse

. It normally happens when we make spur-of-the-moment purchasing decisions. Most us are emotional rather than logical shoppers. In order to reduce buyer's remorse, learn how marketers influence our buying decisions.

Whether buying expensive items such as vehicles and buildings, or shopping for online digital products, buyer's remorse is an ever present problem. We don't like feeling that we have been persuaded by a smooth talking salesman, that we have spent too much on a non-essential item, or that we have not gotten the best end of the deal.

Buyer's remorse results from various factors, including concern that:

* the item bought may not be the right one

* you could have gotten a better price elsewhere

* a different model or version would have been better

* the product was purchased in an ethically unsound way,

* it would have been better to buy the product on a cash basis

* or the purchase is offensive to your loved ones

The buying decision process phase just before purchasing is usually characterized by positive emotions associated with a purchase (desire, a sense of heightened possibilities, and an anticipation of the enjoyment that will accompany using the product, for example). However, buyer's remorse usually creeps in afterward. Having made the purchase, the buyer is more fully able to experience the negative aspects: all the opportunity costs of the purchase, and a reduction in purchasing power.

While spoilt for choice before a purchase, a buyer finds herself reduced to two choices afterward:

* going on with the purchase, while giving up all alternatives

* discarding the purchase

Worrying that other people may later wonder about the purchase or claim to know better alternatives can help fuel shopper's regret.

Savvy marketers are incredibly gifted when it comes to generating the positive feelings buyers feel in the initial phase of the buying process. These feelings manifest expectations that the buyer's needs, desires or wants will be satisfied upon purchasing the product.

A clearly defined and rigorously implemented buyer's decision making process can greatly reduce buyers remorse. This is achieved by going beyond the marketing message and verifying that the product will adequately address the predefined objectives.

by: AbdulHakim Maina

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