Remorse

from Wikipedia, the free encyclopedia
This article or the following section is not adequately provided with supporting documents ( e.g. individual evidence ). Information without sufficient evidence could be removed soon. Please help Wikipedia by researching the information and including good evidence.

Under buyer's remorse (Engl. Buyer's remorse ) is in the sales psychology understood a customer after acquiring a power uncertainty.

After reading a negative test report, a car buyer could regret their decision. However, this regret must first cross a threshold in order to lead to an action ( complaint , resignation, renegotiation). Since this is a form of cognitive dissonance , it is also called post-purchase dissonance (NKD).

The strength of buying loyalty is directly related to strong emotional arguments in the sales pitch . The purchase loyalty is directly related to subsequent doubts about the promised (emotional) utility values ​​of the service.

Effects

The doubt about the advantages of a business deal is a regular psychological phenomenon for the customer . Everyone knows the feeling of falling into certain doubts after a purchase, for example whether you have obtained the cheapest price or have bought beyond what you actually needed.

Customers who are pushed in the sales pitch and end the sales process either euphorically due to strong emotional argumentation or under emotional pressure ( hard selling ) with a deal (e.g. fear of undersupply or loneliness), feel much more insecure shortly after the purchase decision . The feeling of having been taken advantage of, of having bought beyond the actual need or of not having taken the partners involved sufficiently into account, can trigger the desire to cancel the transaction.

The feeling of not having obtained the best conditions or of having bought at the wrong time can also correspond to rational knowledge in hindsight. For example, it is possible for customers to recognize after signing that their information on the state of the art was out of date or that demand is developing differently than planned at short notice. The consequences are cancellations , i.e. contract cancellations or attempts to disrupt the provision of services ( default in acceptance , notification of defects , default in payment, etc.).

Overall, the image of a brand, a company and / or a seller can suffer severely from these consequences, so that it should be the task of marketing or the seller to avoid cognitive dissonances in general and purchase loyalty in particular.

Actions by the seller

Buying loyalty can be intercepted in the sales talk through empathic behavior on the part of the seller. For this purpose, the seller uses the safeguarding of preliminary decisions in the course of the conversation by repeatedly asking the customer about the real customer benefit and thus cushions any doubts as much as possible in the conviction phase.

Typical questions to strengthen the purchase conviction lead the customer into his own later application and thus secure the feeling of not being left alone in the future. This phase of the sales talk is the persuasion phase, which can be recognized by the exchange of arguments and the handling of objections . After the purchase, if possible by giving a recommendation for the product, the customer should feel so secure that his purchase loyalty remains low and the exercise of right of withdrawal for door-to-door sales ( § 312 BGB) and distance sales (§§ 312b ff. BGB i V. m. §§ 355 ff. BGB) or payment delays do not occur. Since buying loyalty is more or less strong, the advisor will usually make budgeted concessions to the customer in the price negotiation in order to give him the feeling that he has not been taken advantage of in the negotiation.

Customer reactions

The customer who has not been properly advised often uses alleged product or service defects (pretexts) to express his loyalty to the purchase. The reactions of disappointed customers can also be seen in forward lists of defects, payment delays or partial payments without a sufficient objective reason. The entrepreneur can see here that either his product is actually defective or the seller has not succeeded in building a corresponding value proposition with the customer. However, the entrepreneur also often realizes that his price targets are not marketable.

Sales loyalty

If the seller has made “real” price concessions and has sold at a loss, the phenomenon of reluctance to sell occurs on the part of the seller. For this purpose, which has sales psychology so far devised a well-established concept.

Individual evidence

  1. ↑ Peter Arndt, Gerold Braun: Successfully acquiring customers: How you as a financial service provider can win customers and make more profit , Gabler, 1st edition, 2006, ISBN 3409142495 , page 125
  2. ↑ The GWA Advertising Wiki - keyword: Nachkaufdissonanz (NKD)
  3. ↑ cognitive dissonance - definition in the Gabler Wirtschaftslexikon
  4. ↑ Richard Geml and Hermann Lauer: Marketing and Sales Lexicon , 4th edition, Stuttgart 2008, ISBN 978-3-7910-2798-2 , p. 158

literature

  • Leon Festinger: Theory of Cognitive Dissonance . Bern 1957
  • Richard Geml and Hermann Lauer: Marketing and Sales Lexicon , 4th edition, Stuttgart 2008
  • Axel B. Weber: The theory of cognitive dissonance in its relevance for purchasing decisions by consumers and the design of marketing communication . Zurich, Frankfurt am Main 1978

Web links