Buyers don’t only fear mistakes. They avoid the rotten feeling of future regret.

You’ve probably put off a purchase because of a voice in your head saying “What if I pick wrong?”

That’s anticipated regret.

Behavioral economists have shown we don’t simply weigh costs and benefits.

We run a mental simulation of how terrible it would feel to be wrong, and that pain carries MORE weight than the potential gain.

For product makers this means hesitation is often NOT about price or specs, or the store itself.

Buyers may be frozen by the fear of regretting a choice they can’t undo.

Limited editions, permanent versions, complex bundles and non-refundable options all raise the perceived risk.

You CAN design around it.

Offer easy returns.

Give vivid proof of satisfaction from others.

Reduce complexity.

Or frame the decision as low-stakes: “Try it for 30 days.”

All help buyers cross the line from anticipating regret to anticipating relief.

Want to make your product irresistible? That’s what we do as product marketing consultants at Graphos Product, helping innovators turn need-driven ideas into market-ready successes.