Most shoppers attach greater significance to potential loss—missing out on a bargain—than they do to a reward like having bought something that was needed. The purchaser thinks if they don’t buy the item at that 4）instant they might miss out entirely.
An abundance of choices can confuse shoppers because there is too much to consider. So an outside factor， like a refrigerator breaking， that forces consumers to make a fast purchase can actually help them reach a decision quickly before they become overwhelmed by the options.
3. Buyer’s 5）remorse：
Dr Denison： If a shopper hasn’t gone through a rational process because of time 6）constraints or other elements of stress， they may feel guilt or anxiety.
And there is a difference in the way men and women 7）rationalise their shopping behaviour： women look for the bargains and pick up something thinking it’s scarce， come home， unpack it and frequently will accept that what they bought is a disappointment. But for men， whether they feel remorse or not， they are unlikely to declare it.
What can be done to avoid the 8）pitfalls of buying under pressure？
The old 9）adage “if you are going supermarket shopping， never go on an empty stomach” can apply to any sort of shopping.
Going with a plan or a list may help 10）curb unplanned spending and reduce potential feelings of regret.