購物后的“買家懊悔”情緒

我們在購買大件商品的時候都會三思而后行，因?yàn)橐坏┐蠊P投入，結(jié)果不如之前所愿的話，肯定會懊悔不已的。我們今天說的這個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(xiàn)，多半是因?yàn)閾?dān)心做了錯誤的選擇、因?yàn)橹С鲞^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(xiàn)，比如，有兩個吸引力相當(dāng)且都需要花費(fèi)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(biāo)一致、以及購買之后購物者遇到的證實(shí)此次購物成功或失敗的現(xiàn)實(shí)事件。

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（中國日報(bào)網(wǎng)英語點(diǎn)津 Helen）

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