Commitment refers to the continuing of an action. Buyers that have no choice on the purchase will be less likely to feel dissonance because it was not of their own volition. Responsibility refers to the fact that the purchase is done out of free will. Purchases that require high amounts of effort but do not bear high rewards are likely to lead to buyer's remorse. Effort is the resources invested in a purchase (material, intellectual, psychological, and others) and effort is directly related to the importance of the purchase. They are: effort, responsibility, and commitment. Psychologists have focused on three main elements that are related to cognitive dissonance and buyer's remorse. The more resources such as money, time, and cognitive resources that are invested into making a purchase, the more likely the buyer will experience buyer's remorse or psychological discomfort. The buyer may change their behavior, their feelings, their knowledge about the world (what they thought the purchased item would be like), or even their knowledge of themselves. Buyer's remorse is an example of post-decision dissonance, where a person is stressed by a made decision and seeks to decrease their discomfort. The phenomenon of buyer's remorse has been generally associated with the psychological theory of cognitive dissonance, a state of psychological discomfort when at least two elements of cognition are in opposition, and which motivates the person to appease it by changing how they think about the situation. However, normal "buyer's remorse" should not be confused with the complex emotional dynamics of " shopaholic" behavior, just as a binge on a special occasion should not be confused with a serious eating disorder such as bulimia. The remorse associated with some extreme shopping activity may be, again, a sign of some deeper disquiet.
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