我们在购买大件商品的时候都会三思而后行，因为一旦大笔投入，结果不如之前所愿的话，肯定会懊悔不已的。我们今天说的这个词就是描述这种懊悔情绪的。

　　Buyer&aposs 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&aposs remorse(买家懊悔)指购物后又后悔的情绪。这种情绪通常会在购买车、房等大笔支出时出现，多半是因为担心做了错误的选择、因为支出过大而愧疚，或者怀疑自己被卖家忽悠了。

　　Buyer&aposs 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&aposs remorse include resources invested, the involvement of the purchaser, whether the purchase is compatible with the purchaser&aposs goals, and what positive or negative evidence the purchaser encounters post-purchase that confirms or denies the purchase as a good idea.

　　买家懊悔情绪会在某人做艰难决定时出现，比如，有两个吸引力相当且都需要花费重金的购物选择，你需要决定要买哪一个。影响买家懊悔情绪的因素有，投入的资源、购买者的投入程度、所购之物是否与购买者的目标一致、以及购买之后购物者遇到的证实此次购物成功或失败的现实事件。

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