User talk:Amm257/Buyer's remorse

Topic

Why should this be a Wikipedia article?
Buyer's Remorse. Buyer's remorse is the feeling of regret that one experiences after making a purchase, usually one of significance or large financial value. It is a well studied phenomenon with a wikipedia article that lacks sources.

Article Sections

What sections are you planning to write? How do you make sure the article is comprehensive and feasible within the time frame and resources you have?
There is a huge amount of academic and popular articles about buyer’s remorse and these sections should provide a comprehensive overview of the topic and its implications. We came up with these sections using the research articles we found. By using those articles, and articles referenced within, we can write a comprehensive article given our timeframe.

Introduction

overview and basic description of phenomenon

Causes

A short overview of how involvement and cognitive dissonance lead to buyer's remorse, depth will be in sections below. Amm257 (talk) 05:08, 25 September 2012 (UTC)

Cognitive Dissonance and Buyer's Remorse

1. Geva, A., & Goldman, A. (1991). Duality in consumer post-purchase attitude (english). Journal of Economic Psychology., 12(1), 41-164.
2. Sweeney, J. C., Hausknecht, D., & Soutar, G. N. (2000). Cognitive dissonance after purchase: A multidimensional scale. Psychology & Marketing, 17(5), 369-385.

Sweeney, Hausknecht, and Soutar's article grounds Buyer's remorse under the branch of cognitive dissonance, a well established psychological theory. Investigating buyer's remorse, the study refines many dimensions of buyer's remorse such as the emotional, wisdom of purchase, and concern over deal. Using prepurchase and post purchase data, this study looks to develop an accurate measure of cognitive dissonance.

Buyer's Remorse and Involvement

1. George, B. P., & Yaoyuneyong, G. (2010). Impulse buying and cognitive dissonance: A study conducted among the spring break student shoppers. Young Consumers, 11(4), 291-306. doi:10.1108/17473611011093925
2. George, B. P., & Edward, M. (2009). Cognitive dissonance and purchase involvement in the consumer behavior context. IUP Journal of Marketing Management, 8(3), 7-24.
3. Litt, A. B., & Tormala, Z. L. (2010). Fragile enhancement of attitudes and intentions following difficult decisions. Journal of Consumer Research, 37(4), 584-598. doi:10.1086/653494

I think Litt belongs here as it talks about how involvement can lead to greater vulnerability to cognitive dissonance. Amm257 (talk) 05:08, 25 September 2012 (UTC)

Buyer's Remorse and the Paradox of Choice

Schwartz, B. (2004). The paradox of choice. New York, NY: HarperCollins Publishers.

Barry Schwartz provides the compelling argument that, after a certain threshold is reached, an increase in the number of choices will cause a significant amount of psychological trouble. He describes buyer's remorse in the context of exponentially increasing opportunity costs associated with more choice. This section of the Wikipedia article will describe these mechanisms and provide a background about buyer's remorse in an applied method. We will primarily be using Barry Schwartz's book as a reference, however it may also prove beneficial to find literature supporting or refuting his proposals. Ccg49 (talk) 20:05, 24 September 2012 (UTC)

Reducing buyer's remorse

Russo, J. E., Meloy, M. G., & Medvec, V. H. (1998). Predecisional distortion of product information. Journal of Marketing Research (JMR), 35(4), 438-452.

Marketing implications

Nadeem, M. M. (2007). Post-purchase dissonance: The wisdom of the 'repeat' purchases. Journal of Global Business Issues, 1(2), 183-193.

This section is meant to describe ways that marketers can take advantage of buyer's remorse research to ensure customer satisfaction. The implications of marketers using this information are great. The article above does a good job at describing techniques for marketers to reduce buyer's remorse. One specific example is the inclusion of a coupon towards a future purchase at the time of the transaction. This will lead to repeat customers. After multiple purchases, people will have a tendency to justify their purchases with product performance, and buyer's remorse is lessened or alleviated. I think that this section would benefit from another source. A news article from the NYT or WSJ would tie the research together with the application nicely. Ccg49 (talk) 20:15, 24 September 2012 (UTC)

Post-Purchase Follow Up

1. Shao, W., & Shao, G. (2011). Understanding choice-goal compatibility, dissonance and decision satisfaction. Australasian Marketing Journal (AMJ), 19(1), 14-21.
2. Litt, A. B., & Tormala, Z. L. (2010). Fragile enhancement of attitudes and intentions following difficult decisions. Journal of Consumer Research, 37(4), 584-598. doi:10.1086/653494
3. Milliman, R. E., & Decker, P. J. (1990). The use of post-purchase communication to reduce dissonance and improve direct marketing effectiveness. Journal

This section focuses on how communication with the consumer after purchasing a product can affect their positivity towards their decision. Amm257 (talk) 05:08, 25 September 2012 (UTC)

See Also

Cognitive Dissonance
Post-purchase Rationalization
The Paradox of Choice
Marketing

Other Article Elements

What other elements are you going to put in the article - side box, images, etc.? Where are you going to obtain the images or information for the side box?
Capturing buyer's remorse in a picture is pretty tough. Maybe we can draw like a cartoon or something and then upload it as one of the pictures. Or maybe take some pictures of frequent/popular items (maybe like smart phones or cars) where people often feel buyer's remorse. We can also try to get some pictures of some of the experts/academics who wrote a lot of buyer's remorse up there. We can put side tables of where buyer's remorse fits into psychology (see wiki of cognitive dissonance for an example). A similar table where buyer's remorse fits into marketing can also be used.

You are right about the toughness of visualizing the abstract concept of Buyer's Remorse. Following the examples in Cognitive Dissonance is a good idea. Other examples that can be visualized of how the market responds to buyer's remorse (and encourages consumerism) are: 1. Free returns; 2. Trade-ins. LeshedInstructor (talk) 14:33, 24 September 2012 (UTC)

References

Initial list of 5 different sources for your article (e.g., not all from the same website)
sources

1. George, B. P., & Yaoyuneyong, G. (2010). Impulse buying and cognitive dissonance: A study conducted among the spring break student shoppers. Young Consumers, 11(4), 291-306. doi:10.1108/17473611011093925
2. Mao, W., & Oppewal, H. (2010). Did I choose the right university? How post-purchase information affects cognitive dissonance, satisfaction and perceived service quality. Australasian Marketing Journal (AMJ),18(1), 28-35. doi:10.1016/j.ausmj.2009.10.002
3. Sweeney, J. C., Hausknecht, D., & Soutar, G. N. (2000). Cognitive dissonance after purchase: A multidimensional scale. Psychology & Marketing, 17(5), 369-385.
4. Litt, A. B., & Tormala, Z. L. (2010). Fragile enhancement of attitudes and intentions following difficult decisions. Journal of Consumer Research, 37(4), 584-598. doi:10.1086/653494
5. Milliman, R. E., & Decker, P. J. (1990). The use of post-purchase communication to reduce dissonance and improve direct marketing effectiveness. Journal
6. Russo, J. E., Meloy, M. G., & Medvec, V. H. (1998). Predecisional distortion of product information. Journal of Marketing Research (JMR), 35(4), 438-452.
7. Shao, W., & Shao, G. (2011). Understanding choice-goal compatibility, dissonance and decision satisfaction. Australasian Marketing Journal (AMJ), 19(1), 14-21.
8. George, B. P., & Edward, M. (2009). Cognitive dissonance and purchase involvement in the consumer behavior context. IUP Journal of Marketing Management, 8(3), 7-24.
9. Geva, A., & Goldman, A. (1991). Duality in consumer post-purchase attitude (english). Journal of Economic Psychology., 12(1), 41-164.
10. Nadeem, M. M. (2007). Post-purchase dissonance: The wisdom of the 'repeat' purchases. Journal of Global Business Issues, 1(2), 183-193.

This is a fantastic list of sources. Another possible source is Barry Schwartz' 'Paradox of Choice' book. I have the book in my office if you'd like to take a look. He also gave a TED talk about this. LeshedInstructor (talk) 14:40, 24 September 2012 (UTC)

I have read the book and actually have a copy. We accidentally left the reference off this list. Ccg49 (talk) 19:51, 24 September 2012 (UTC)

Situating the article within the Wikipedia community

What other articles does it link to/from? Is it part of a WikiProject? Are there specific individuals in Wikipedia you will seek help from on this article?
Currently, this article is not in a WikiProject. It does not have an active following or discussion on the talk page. However, a few individuals were identified as helpful candidates for us to reach out to in the process of updating the Wiki. Those individuals are Floquenbeam, Big Brother 1984, and Tegrenath. Floquenbeam is an administrator with a significant edit history and Big Brother 1984 has been in the community for over seven years. They seem like the best two people to contact first to gain more information regarding our article.

The finished article will link to the following (at the very minimum, more will be linked when content is written): [[1]] [[2]] [[3]] [[4]] [[5]] [[6]] [[7]]

Division of labor

What will each group member do?
The following is our tentative plan.

James Kang

• Causes
  • Cognitive Dissonance and Buyer's Remorse
  • Buyer's Remorse and Involvement

Colin Gick

• Marketing Implications
  • Post-purchase follow up

Aaron Martinez

• Introduction
• Buyer's Remorse and the Paradox of Choice
• See Also

Amm257 (talk) 16:38, 18 September 2012 (UTC)

Good division of labor. Also make sure there are individuals in the group who will be in charge of structuring, formatting, and styling the article according to the Wikipedia guidelines, and if you have any images, that they are properly licensed. LeshedInstructor (talk) 14:41, 24 September 2012 (UTC)

Discussion

Hey guys, on Litt and post-purchase follow-up, one of the "see also" articles that are linked with Buyer's Remorse is an article called "post-purchase rationalization". It could be useful to link that to our section or even this might mean that post purchase deserves its own section. What do you guys think? Hela47 (talk) 17:39, 25 September 2012 (UTC) Hey guys, I started trying to reach out to the wikipedia community. I posted something on the Buyer's Remorse talk page and I'm looking for individuals who might help us out.Hela47 (talk) 14:47, 27 September 2012 (UTC)

We could have it as a section and do one of those "Link to main article" links. How do you guys think we should proceed? Should we edit the page here or edit it on the actual article Ccg49 (talk) 17:33, 27 September 2012 (UTC)

I like the idea of the history merge that Floquenbeam referred us to in the Buyer's Remorse page. However, I also don't think it would be a bad idea to gradually add on our edits to the Buyer's Remorse page also. We'd have more control over the content if we work on it on the article page here and then do the history merge but just editing the actual article itself over time might prove to be a more natural process to Wikipedia...what the prof might actually want us to experience. What do you guys think? I'm going to write some entries/part of my section today. Hela47 (talk) 15:11, 30 September 2012 (UTC)

Instructor's Feedback

You have done an excellent job in setting up what would be your Wikipedia article. Based on your proposal, you have great potential to create a very good article. Please see my specific comments above. I am looking forward to see the article expanded and improved! LeshedInstructor (talk) 14:36, 24 September 2012 (UTC)

Observers' Feedback

Be sure to sign your comments! Ccg49 (talk) 18:13, 27 September 2012 (UTC)

Hey guys! It looks like you're off to a solid start. You do seem to have a lot of sources, but if you need another one, I'd recommend Bell's article:
The Automobile Buyer after the Purchase by Gerald D. Bell in the Journal of Marketing , Vol. 31, No. 3 (Jul., 1967), pp. 12-16. I like the idea of having some sort of cartoon to depict buyers' remorse. Also, this may be a concept that's a little harder for some people to understand, I wonder if adding an example somewhere would help explain the concept as well. Overall, I think the sections are also well placed, and I think it will make more sense once information begins to fill in. I would just be careful not to have too many subsegments, because I feel like a subsegment is only necessary if you have at least two, and that's not always the case on your page. I'd just be careful of that-- it can be overwhelming to a reader. So far, looks like you're off to a good start! Sckim125 (talk) 15:18, 26 September 2012 (UTC)

This looks great! The sections you guys have set up are very sensible and relevant. I found an article that may be of help for you guys in the "reducing buyer's remorse section": Ameliorating Buyer’s Remorse. This paper discusses a tool for helping people decide when to buy a product based on pricing trends. I have seen a couple of tools online that are similar to this--one in particular that I enjoy using is Decide.com. I like to use it when I am planning on buying electronics that are on the pricey side, and knowing that I bought the items at their cheapest definitely helps me feel better about the purchase, thus decreasing my levels of buyer's remorse. Rr442 (talk) 03:35, 27 September 2012 (UTC)

Thanks for all your contribution guys! Hela47 (talk) 15:11, 30 September 2012 (UTC)