Russ bought a new car that cost $92,000, a two-seater sports car with excellent acceleration and speed. He is having second thoughts after buying it that the car might be too expensive, might not meet performance expectations, and involves a high level of risk. Marketers know this is an especially critical time as consumers deal with Consequently, marketing managers often advertise to people like Russ, the recent buyer. Maliple Croice citeria re-evaluation and a changing evoked set. buyers' remorse or cognitive dissonnnce. parchose uncertainty derived from Mosiows safety issues Muliple Cholce criteria re-evaluation and a changing evoked set buyers' remorse or cognitive dissonance purchase uncertainty derived from Masiow's safety issues a shift from a compensatory to a non-compensatory model of decision-making