How would you utilize the principles of reciprocity, social validation, liking, and commitment/consistency to sell a used car? How would you use these same principles to defend yourself against a salesperson using these principles?
What will be an ideal response?
Answer: Sample responses, to sell:
Reciprocity: offer free gifts simply for coming to the dealership.
Liking: use a well-liked spokesperson in ads, or find ways to get the customer to like you in a face-to-face situation, perhaps by finding or creating similarity.
Consistency: encourage the customer to make little commitments to the vehicle in question, such as by asking them to agree that they like certain features; you also could ask them to initial a tentative agreement, assuring the customer that it is only tentative. You could also use various other tactics, such as foot-in-the-door, etc.
Sample responses, to defend:
Reciprocity: label favors as really designed to make a sale, not given out of mere kindness. Also, first provide a favor to the salesperson.
Liking: make the salesperson like you so that he/she will be more inclined to say yes to your requests/negotiations.
Consistency: get the salesperson to agree not to try to sell you a car that doesn't match your criteria, etc.
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