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One of the Urban Dictionary’s top definitions for the walk of shame is “when you leave someone’s house with the same clothes you had on the night before.” This phrase is often used in reference to the shame one feels when making a choice they regret, or worse—when they didn’t make a choice at all, but were pressured to decide on something they weren’t ready for, committed to, or were intimidated into going along with.
The shame one may feel in situations like this is referred to as cognitive dissonance—which is defined as the mental discomfort and psychological stress that occurs when someone has contradictory values, beliefs, and/or ideas. The discomfort results when a person’s beliefs conflict with facts that contradict them.
Cognitive dissonance (closely tied to buyer’s remorse) doesn’t just happen with sexual encounters either.
It’s prevalent in the timeshare industry. According to a study completed by Dr. Amy Gregory, an assistant professor at the University of Central Florida, a whopping 85% of those who buy timeshares regret their decision. The study further states, “The average rescission rate is 15 percent (which is identical, ironically, to the daily average percentage of people who buy a timeshare after a sales presentation).”
Individuals who sell timeshares often use high-pressure sales tactics that include “same day price reductions and more free gifts, companies always close their presentations by offering lower-cost ‘getaway’ package to bring potential buyers back for another timeshare vacation.”
After being repeatedly beat down with offers they “can’t refuse,” many succumb to the pressure only to regret it once they’ve left the presentation and the reality of the purchase sinks in.
The practicality of a timeshare is a drain. When one purchases a timeshare, they “own” a set amount of time at a vacation property, not for the property itself. The IRS denotes a timeshare as having zero value, and the monthly payments and ongoing maintenance fees often total more than the value of a stay at the resort.
What’s a timeshare owner to do when buyer’s remorse sinks in?
Especially when consumers feel taken advantage of by the sales tactics used, they sometimes find it hard to trust another organization.
There’s hope and professionals to help. There are companies to help people in this situation get rid of a timeshare contract—safely, ethically, and in a way that’s guaranteed.
Take a suggestion from Fran Groover who experienced regret after a timeshare purchase. In a testimonial for Primo Management Group, Inc. (PMG), she stated: “We got into a timeshare program and quickly regretted it! I researched various groups to help us get out of our timeshare. We chose Primo and we are very satisfied! They did a terrific job. Everything was laid out for us, there were no hidden costs or unexpected hoops to jump through. It was very easy and they stayed in great communication with us through the whole process! I am so thankful we chose Primo Management Group!”
When regret sinks in, know there are always options and people to help.
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This project was completed as a test and provided at no cost to the client for the purposes of demonstrating content examples and corresponding results.
Photo: Getty Images