購(gòu)物后的“買家懊悔”情緒

　　我們?cè)谫?gòu)買大件商品的時(shí)候都會(huì)三思而后行，因?yàn)橐坏┐蠊P投入，結(jié)果不如之前所愿的話，肯定會(huì)懊悔不已的。我們今天說(shuō)的這個(gè)詞就是描述這種懊悔情緒的。

　　Buyer's remorse is the sense of regret after having made a purchase. It is frequently associated with the purchase of an expensive item such as a car or house. It may stem from fear of making the wrong choice, guilt over extravagance, or a suspicion of having been overly influenced by the seller.

　　Buyer's remorse（買家懊悔）指購(gòu)物后又后悔的情緒。這種情緒通常會(huì)在購(gòu)買車、房等大筆支出時(shí)出現(xiàn)，多半是因?yàn)閾?dān)心做了錯(cuò)誤的選擇、因?yàn)橹С鲞^(guò)大而愧疚，或者懷疑自己被賣家忽悠了。

　　Buyer's remorse arises when a person must make a difficult decision, such as a heavily invested purchase between two similarly appealing alternatives. Factors that affect buyer's remorse include resources invested, the involvement of the purchaser, whether the purchase is compatible with the purchaser's goals, and what positive or negative evidence the purchaser encounters post-purchase that confirms or denies the purchase as a good idea.

　　買家懊悔情緒會(huì)在某人做艱難決定時(shí)出現(xiàn)，比如，有兩個(gè)吸引力相當(dāng)且都需要花費(fèi)重金的購(gòu)物選擇，你需要決定要買哪一個(gè)。影響買家懊悔情緒的因素有，投入的資源、購(gòu)買者的投入程度、所購(gòu)之物是否與購(gòu)買者的目標(biāo)一致、以及購(gòu)買之后購(gòu)物者遇到的證實(shí)此次購(gòu)物成功或失敗的現(xiàn)實(shí)事件。