Adogy Glossary

Buyer’s Remorse

Definition of Buyer’s Remorse

Buyer’s remorse is a feeling of regret or anxiety experienced by a consumer after purchasing a product or service, usually due to a belief that they made a poor decision. This phenomenon may occur in digital marketing when customers believe they could have found a better deal or a more suitable product elsewhere. It can potentially lead to returns, cancellations, and negative reviews, affecting a brand’s reputation and sales.


The phonetic pronunciation of the keyword “Buyer’s Remorse” would be: /by-ərz rɪˈmɔrs/

Key Takeaways

  1. Buyer’s remorse refers to the feeling of regret or anxiety that a consumer may experience after making a purchase, usually a significant one, due to a fear that they made a poor decision or could have found a better deal.
  2. Common causes of buyer’s remorse include cognitive dissonance, high-pressure sales tactics, and overestimation of the value or benefits of the purchased item. This can lead to dissatisfaction, stress, or even financial strain.
  3. To prevent or mitigate buyer’s remorse, it’s essential to research and compare options thoroughly before making a decision, take time to reflect on purchases instead of making impulsive decisions, and be aware of personal emotional states that may influence spending.

Importance of Buyer’s Remorse

Buyer’s remorse is an important term in digital marketing because it refers to the feelings of regret, guilt, or dissatisfaction that a customer may experience after making a purchase.

This emotional response can negatively impact customer satisfaction and brand reputation, leading to increased returns, negative reviews, and reduced customer loyalty.

Recognizing and addressing buyer’s remorse is essential for digital marketers because by engaging in proper communication, offering seamless returns and refunds, providing excellent customer support, and managing customer expectations, they can mitigate its harmful effects and ultimately improve customer retention, brand loyalty, and create positive experiences that encourage repeat purchases and recommendations to others.


Buyer’s remorse is a prevalent phenomenon in the world of digital marketing, referring to the sense of regret or anxiety that a customer may experience after making a purchase online. In the digital landscape, purchasing decisions are often influenced by factors such as convenience, promotions, and impulse buying. The key purpose of understanding buyer’s remorse is to enable digital marketers to devise strategies to create a positive post-purchase experience for their customers.

This, in turn, fosters customer loyalty, increases the likelihood of repeat purchases, and can potentially turn them into brand advocates. To minimize the occurrence of buyer’s remorse, digital marketers need to focus on various touchpoints in the consumer journey. This starts with providing accurate, detailed, and easily comprehensible product or service information on their website, app, or e-commerce platform.

Following a purchase, marketers may send follow-up emails that contain helpful product-use tutorials, assurance of the product’s benefits, or access to customer support. Furthermore, offering flexible return or exchange policies, responsive customer service, and allowances for product reviews or feedback fosters open communication channels – all of which reinforce the buyer’s decision and instills confidence in their purchase. By addressing potential buyer’s remorse, digital marketers maintain a positive brand image and capitalize on long-term customer relationships.

Examples of Buyer’s Remorse

Buyer’s remorse is a feeling of regret or anxiety after making a purchase, usually associated with large or expensive items or impulse buys. In the realm of digital marketing, buyer’s remorse can arise due to various reasons, including inadequate information or misleading advertisements. Here are three real-world examples:

Online Clothing Purchase: A customer buys an expensive dress from an online store after seeing an ad on social media. Once the dress arrives, the customer realizes that the color doesn’t match the one seen on the website, and the material feels cheap. This leaves the customer feeling regretful about the purchase, experiencing buyer’s remorse.

Subscription Service: An individual signs up for a subscription box service after seeing multiple rave reviews and promotions from influencers. After the first box arrives, the person finds the products to be of low quality and not as personalized as promised. The individual then goes through the hassle of canceling the subscription and battles with the feeling of buyer’s remorse for having made the purchase without proper research.

Electronics Purchase: A consumer purchases a new smartphone after being targeted with digital ads and reading a few positive reviews. However, they later discover that the phone’s performance is not as impressive as advertised, and it is difficult to receive timely software updates. This leads to the feeling of buyer’s remorse and urges the customer to research more before any future purchases.


Buyer’s Remorse FAQ

What is buyer’s remorse?

Buyer’s remorse is the feeling of regret or dissatisfaction someone experiences after making a purchase, particularly when that purchase is of significant value or requires a long-term commitment, such as a new car, house or expensive gadget.

When does buyer’s remorse commonly occur?

Buyer’s remorse commonly occurs when a person feels that they have made a rash decision, overspent on something, or made a commitment without fully considering the consequences. It typically happens within a few days or weeks of a purchase.

How can I prevent buyer’s remorse?

To prevent buyer’s remorse, it’s essential to do thorough research before making a purchase, set a realistic budget, weigh the pros and cons, and avoid impulsive decisions. Give yourself time to think and avoid high-pressure sales tactics.

What can I do if I experience buyer’s remorse?

If you experience buyer’s remorse, you can try to return the item and seek a refund, depending on the retailer’s return policy. You can also learn from the experience and use it to make better purchasing decisions in the future.

Can buyer’s remorse be legally binding?

In some instances, buyer’s remorse can result in legally binding consequences, especially when it comes to real estate or other significant financial transactions. Some countries or states have “cooling-off” periods, which allow consumers to back out of certain contracts within a specific timeframe. Always check your local regulations and consult legal advice when necessary.


Related Digital Marketing Terms

  • Post-Purchase Dissonance
  • Consumer Regret
  • 3.

  • Return Rates
  • 4.

  • Customer Satisfaction
  • 5.

  • Product Exchanges

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