Guilt, Postpurchase behavior! we all do it I do it more because I am not employed so trying to buy something for me is almost impossible.  Retailers all of the world are feeling the pain from the Postpurchase Behavior.  You either have consumers not going to their favorite place to shop because they know they will find something they will be dying to purchase.  Me I walk around the store pick up a few things that I really like and want to purchase.  But then I continue to keep walking around then this thing called Cognitive dissonance kicks in (that guility feeling) and I start wondering what if? and is it really needed?  before you know it I have shopped for an hour and everything I picked up I put back.   Retailers are begining to notice this so what they are doing is puting up signs to make you feel better about your purchase.  Things like (This product is the top of its class, Ranked #1) or (staff telling you Congradulations on your Fine Purchase you are going to love your new 60 inch flat screen tv) any thing that can help you justify your purchase  even 100% money back guatantee, but it can’t keep you from bringing it back and getting your money back.