购物后的“买家懊悔”情绪
<p> 我们在购买大件商品的时候都会三思而后行，因为一旦大笔投入，结果不如之前所愿的话，肯定会懊悔不已的。我们今天说的这个词就是描述这种懊悔情绪的。</p><p> </p><p> <span word="Buyer">Buyer</span>'<span word="s">s</span> <span word="remorse">remorse</span> <span word="is">is</span> <span word="the">the</span> <span word="sense">sense</span> <span word="of">of</span> <span word="regret">regret</span> <span word="after">after</span> <span word="having">having</span> <span word="made">made</span> <span word="a">a</span> <span word="purchase">purchase</span>. <span word="It">It</span> <span word="is">is</span> <span word="frequently">frequently</span> <span word="associated">associated</span> <span word="with">with</span> <span word="the">the</span> <span word="purchase">purchase</span> <span word="of">of</span> <span word="an">an</span> <span word="expensive">expensive</span> <span word="item">item</span> <span word="such">such</span> <span word="as">as</span> <span word="a">a</span> <span word="car">car</span> <span word="or">or</span> <span word="house">house</span>. <span word="It">It</span> <span word="may">may</span> <span word="stem">stem</span> <span word="from">from</span> <span word="fear">fear</span> <span word="of">of</span> <span word="making">making</span> <span word="the">the</span> <span word="wrong">wrong</span> <span word="choice">choice</span>, <span word="guilt">guilt</span> <span word="over">over</span> <span word="extravagance">extravagance</span>, <span word="or">or</span> <span word="a">a</span> <span word="suspicion">suspicion</span> <span word="of">of</span> <span word="having">having</span> <span word="been">been</span> <span word="overly">overly</span> <span word="influenced">influenced</span> <span word="by">by</span> <span word="the">the</span> <span word="seller">seller</span>.</p><p> <span word="Buyer">Buyer</span>'<span word="s">s</span> <span word="remorse">remorse</span>（买家懊悔）指购物后又后悔的情绪。这种情绪通常会在购买车、房等大笔支出时出现，多半是因为担心做了错误的选择、因为支出过大而愧疚，或者怀疑自己被卖家忽悠了。</p><p> <span word="Buyer">Buyer</span>'<span word="s">s</span> <span word="remorse">remorse</span> <span word="arises">arises</span> <span word="when">when</span> <span word="a">a</span> <span word="person">person</span> <span word="must">must</span> <span word="make">make</span> <span word="a">a</span> <span word="difficult">difficult</span> <span word="decision">decision</span>, <span word="such">such</span> <span word="as">as</span> <span word="a">a</span> <span word="heavily">heavily</span> <span word="invested">invested</span> <span word="purchase">purchase</span> <span word="between">between</span> <span word="two">two</span> <span word="similarly">similarly</span> <span word="appealing">appealing</span> <span word="alternatives">alternatives</span>. <span word="Factors">Factors</span> <span word="that">that</span> <span word="affect">affect</span> <span word="buyer">buyer</span>'<span word="s">s</span> <span word="remorse">remorse</span> <span word="include">include</span> <span word="resources">resources</span> <span word="invested">invested</span>, <span word="the">the</span> <span word="involvement">involvement</span> <span word="of">of</span> <span word="the">the</span> <span word="purchaser">purchaser</span>, <span word="whether">whether</span> <span word="the">the</span> <span word="purchase">purchase</span> <span word="is">is</span> <span word="compatible">compatible</span> <span word="with">with</span> <span word="the">the</span> <span word="purchaser">purchaser</span>'<span word="s">s</span> <span word="goals">goals</span>, <span word="and">and</span> <span word="what">what</span> <span word="positive">positive</span> <span word="or">or</span> <span word="negative">negative</span> <span word="evidence">evidence</span> <span word="the">the</span> <span word="purchaser">purchaser</span> <span word="encounters">encounters</span> <span word="post">post</span>-<span word="purchase">purchase</span> <span word="that">that</span> <span word="confirms">confirms</span> <span word="or">or</span> <span word="denies">denies</span> <span word="the">the</span> <span word="purchase">purchase</span> <span word="as">as</span> <span word="a">a</span> <span word="good">good</span> <span word="idea">idea</span>.</p><p> 买家懊悔情绪会在某人做艰难决定时出现，比如，有两个吸引力相当且都需要花费重金的购物选择，你需要决定要买哪一个。影响买家懊悔情绪的因素有，投入的资源、购买者的投入程度、所购之物是否与购买者的目标一致、以及购买之后购物者遇到的证实此次购物成功或失败的现实事件。</p>
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