We’ve heard of buyer’s remorse. It’s the regret you feel after purchasing something. But there’s another side that is the force to overcome buyer’s remorse. Let’s call this buyer’s rationale.
To illustrate this point, let’s use the case study of something I bought recently: Cotton business cards from Moo.
I first heard that Moo was making cotton business cards from their page on Product Hunt. That means I knew I was on the cutting edge. If I ordered my cards now, I would be one of the first people with them. That’s exciting to me.
Second, Moo is positioned as the Apple of business cards. Now, immediately I know what I’m paying for. They look good, they’re easy to use, and they’re not the cheapest. In fact, they’re pretty expensive compared to other options.
Lastly, there was the story that I was buying. I bought the cards made from recycled cotton. You can’t even feel the difference, but they cost more. By paying an extra $5, now I get to tell the story about how this card is actually made from old t shirts.
I could have bought more cards for cheaper from vista print, or some other low-cost provider. But I think a memorable card is something worth investing in. Do I have twangs of buyer’s remorse? Maybe. But I prefer to provide the buyer’s rationale because like everything, it’s all about the story we tell ourselves.