Buyer’s remorse, post-purchase cognitive dissonance, and the 2012 election …

First, a definition lifted from Wiki:

Buyer’s remorse is the sense of regret after having made a purchase. It is frequently associated with the purchase of a big ticket 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 is thought to stem from the post-decision cognitive dissonance that arises when a person makes a difficult decision.

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.



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Bet you can guess where this one is going.

Remember the 2012 election when Obama squared off against Romney?

Obama won the election with 51% of the popular vote.

My, how things have changed.


A brand new CNN poll (<= note: not FOX) indicates that, if the election were held today, Romney would get 53% of the vote, with Obama slipping 7 points to 44%

36. Suppose that for some reason a presidential election were being held today and you had to choose between Barack Obama and Mitt Romney. Who would you be more likely to vote for?


Said differently, at least 8% of 2012 voters are experiencing buyer’s remorse.

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The reasons are pretty glaring …


Also from the CNN poll:

  • Only 42% think that Obama can manage the government effectively.
  • Only 43% think that he generally agrees with you on issues you car about
  • A minority considers him a strong and decisive leader.

2. Thinking about the following characteristics and qualities, please say whether you think it applies or doesn’t apply to Barack Obama.






Next time you hear the phrases “buyer’s remorse” or “post-purchase cognitive dissonance”, think 2012 Presidential election.


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