Question

Kristen recently considered several different Iphone models when buying a new phone, including the XR, XS and 11. Kristen purchased a Iphone XR. The same day she took it out of the box, she read an article that the phone doesn’t allow for 3D pictures to be taken and posted to social media. She began to regret her decision to purchase the XR and thought perhaps she should have chosen a different model. Kristen was most likely experiencing

Answer 1

Kirsten is most likely experiencing buyer’s remorse. Buyer’s remorse is a thought or a feeling of regret that is experienced when a purchase is complete. This is usually typical in cases where the item purchased is expensive and the buyer has invested significant thought and emotion in making a very difficult decision about the purchase. In such cases, the buyer more often than not experiences cognitive dissonance. Buyer’s remorse is especially common when there is significant investment of resources as well as greater involvement of the buyer in the making of the decision and the compatibility of the buyer’s goals and desires with the item purchased and the thoughts and emotions of the buyer after completion of the purchase.

In this case, Kirsten has invested significant monetary resources in purchase of the expensive phone. Yet, the phone was not compatible with Kirsten’s desire to allow for the taking of 3D pictures and upload them on social media. Kirsten had invested significant time and energy in the purchase of the phone because she has compared various models and made a decision to purchase this particular model. There is regret experienced after buying as Kirsten is evaluating her decision to purchase the model of the phone that she chose. This is a typical example of buyer’s remorse.