Last weekend I got up early to try and buy something that was highly limited, highly coveted, and would likely sell out within minutes.

My first option sold out before I could enter in my address at checkout, my second option sold out as I was trying to enter in my security code, and then I settled on snagging my third option, which, after purchasing, felt like a loss. 

I think buyer’s remorse stems from not getting what you really wanted, whether you were urged to buy something more than you wanted, or something less than. There’s also a contrast effect going on, especially in my case of missing out on my top two choices. 

Regardless, if you find yourself considering consolation options, the best option is to go in with tiered options, strong boundaries, and a plan of action in place.