Buyer’s remorse is when you buy something and regret the purchase later on. This feeling is mostly associated with the purchase of expensive items, but it can also arouse in cases when you buy even some creepy items. It is something psychological and research studies have proven that emotions influence one’s behaviors. So how regret impacts one’s behavior, and what are the strategies a customer who regrets a purchase follow to regulate this painful feeling?
A new study conducted at the University of Tunis El Manar, Tunisia, has tried to answer these questions. Researchers said that regret is a cognitive emotion people regulate the way they regulate any other emotions. “They engage in self-regulation process… Self-regulation refers to the process by which people initiate, adjust, interrupt, terminate, or otherwise alter actions to promote attainment of personal goals, plans, or standards” the study stated.
Scientists mentioned that “in principle, the negative consequences of regret can be regulated in two ways:
Something referred to by researchers as primary and secondary control. “The primary control strategies are directed to produce a change in the external world. And secondary control strategies are directed towards the optimization of motivational resources and perceptions (related to oneself)… Responses related to regret are more oriented towards oneself, while those related to dissatisfaction are more oriented towards others. The responses related to regret tend to be internal and silent, in the presence of introspective emotions such as shame, while those related to dissatisfaction tend to be oriented outward in the presence of emotions such as anger and frustration” the study stated.
After results analysis, researchers stated that “it has been shown that people are often motivated to regulate their post-decisional regrets. It is a painful feeling which hides behind an imbalance and psychological discomfort sometimes unbearable.”
So, in order to regulate customer regret, researchers stated different strategies customers follow after making a purchase they are not satisfied of.
We are not always satisfied with the purchase decisions we make, and it happens when we pay for something and later on discover that we do not like it, or the amount we have paid in turn is much higher than its real value. Or we simply realize after a while that we have bought a useless item we’ll never use. So, we get into this painful feeling of regret. But, scientifically we always tend to regulate this feeling the way we do with any other feeling, and follow in this, a number of strategies and skills to come over this negative experience.