What common knowledge calls “buyer’s remorse,” and what psychological science calls “experienced regret,” is the subject of a paper by three psychology professors at Fort Hays State University.
April Park, assistant professor, Trey Hill, assistant professor, and Jennifer Bonds-Raacke, associate professor and department chair, found that the level of regret can be minimized if people spend a lot of time researching a product prior to buying it.
Their work, a collection of two separate studies, also showed that people experience different levels of regret when shopping online compared to a brick and mortar store.
The article is available here. Their work will also be available in an upcoming printed edition of Computers in Human Behavior.