After reading both of those articles... what's the reason behind it? The first article gives us nothing but definitions (it's oriented toward the consumer, so it doesn't spend any time prescribing vendor behavior). The second article has a section titled "How to Help Your Customers Rationalize Post-Purchase", which lists a bunch of things you can do to help your customers avoid buyer's remorse, but I don't see how any of their recommendations support the behavior being discussed.