Abstract: The main objective of this study is to investigate the effects of buyer’s remorse following the purchase of products which cause a high level of rumination. To this end, the study was conducted on the statistical population of students at Azad University of Urmia who had purchased a mobile phone at least once. The data was collected using a questionnaire. In order to test the hypotheses and analyze the data, exploratory and confirmatory factor analysis and structural equations were employed. The results concluded that the variable of post-purchase remorse directly affects the negative emotions cause by the purchase and the intention of the consumer for brand switching and has a reverse effect on consumer’s satisfaction. The results also show that negative emotions caused by the purchase have a direct effect on the extent of rumination and a reverse effect on consumer’s satisfaction and that the level of satisfaction has a reverse effect on consumer’s extent of rumination.