The blissful ignorance effect

What is buyer’s remorse?

Buyer’s remorse is the regret and anxiety that can seep in about a purchase or a decision that cannot be easily reversed. It can occur when choosing a career, buying a home, shopping or even on holiday. Why does it happen? This feeling of self-doubt and uneasiness stems from cognitive dissonance, a mental state due to the clash of conflicting thoughts. For example, when you buy something expensive like a ring or a car, initially you may feel elated – but then you suddenly feel uncomfortable about spending so much money. ….[READ]

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