Buyer's remorse is a term that describes when buyers experience a feeling of regret, doubt or uncertainty after a purchase. It often occurs with larger and more expensive purchases, such as buying a car, house or expensive electronics. Buyer's remorse can occur for a variety of reasons, such as financial reasons, when the buyer is worried about the cost of the purchase, or emotional reasons, when the buyer has doubts about whether they have made the right decision or whether the product meets their expectations.

The effect can occur with both online and offline purchases and can be strengthened or weakened by various factors. For example, the purchase process can be accelerated to reduce the risk of doubts and regrets, or the buyer can take sufficient time to examine and evaluate the product before purchasing it. To minimise the effect of buyer's remorse, it is important that buyers consider their purchasing decisions carefully and take sufficient time to review and evaluate the product. Sellers can also help by giving customers comprehensive advice, offering transparent return and exchange policies and providing a high level of customer service to reduce doubt and regret.