The anxiety or regret that lingers after a consumer makes a difficult purchase decision is referred to as

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Cognitive dissonance refers to the mental discomfort or uneasiness experienced by a person after making a difficult purchase decision. This can occur when a person perceives a conflict between their beliefs, values, or attitudes and their behavior, such as making a purchase that may be expensive, risky, or inconsistent with their self-concept. The individual may experience regret, doubt, or anxiety about the decision and may seek to resolve this tension by seeking reassurance or information, changing their attitude or behavior, or avoiding similar decisions in the future.

The Anxiety or Regret That Lingers After a Consumer Makes