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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）指購物后又后悔的情緒。這種情緒通常會在購買車、房等大筆支出時出現，多半是因為擔心做了錯誤的選擇、因為支出過大而愧疚，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.
買家懊悔情緒會在某人做艱難決定時出現，比如，有兩個吸引力相當且都需要花費重金的購物選擇，你需要決定要買哪一個。影響買家懊悔情緒的因素有，投入的資源、購買者的投入程度、所購之物是否與購買者的目標一致、以及購買之后購物者遇到的證實此次購物成功或失敗的現實事件。
