Post-purchase dissonance, also known as buyer’s remorse, is a psychological state of unease or regret that a consumer may experience after making a purchase. This feeling can arise when a consumer questions the value or necessity of their purchase, or when they compare their chosen product to other options. It can also occur when a consumer feels that their expectations were not met or when they receive conflicting information about the product after the purchase. Post-purchase dissonance can lead to feelings of dissatisfaction and can even cause a consumer to return or exchange the product.