What term describes discomfort that occurs after making a major purchase?

Cognitive dissonance is the term that describes the discomfort and mental stress a consumer experiences after making a significant purchase. This phenomenon arises when there is a conflict between the buyer's beliefs and their actions, especially in scenarios where the decision to purchase something expensive comes with doubts about whether it was the right choice. The feeling of doubt can stem from concerns about the product's value, looking for confirmation that the purchase was justified, or worrying about the implications of the expenditure on personal finances or lifestyle.

Understanding cognitive dissonance is critical for marketers because it can influence customer satisfaction and the likelihood of future purchases. Companies often work to mitigate this discomfort by providing reassurances through guarantees, customer support, and strong branding to reinforce the idea that the buyer made the right choice.