Title

Consumer Persuasion: The Use of Evidence When Negotiating the Price of a New Automobile

Document Type

Article

Journal/Book Title/Conference

The Journal of Applied Social Psychology

Volume

35

Issue

4

Publisher

Wiley

Publication Date

4-1-2005

First Page

686

Last Page

698

DOI

10.1111/j.1559-1816.2005.tb02141.x

Abstract

This study examined whether consumers’ use of evidence affected the price at which car salespersons offered to sell a vehicle. Two versions of a message–one containing evidence about the wholesale/invoice price of a vehicle and the other containing no evidence–were e-mailed to 134 sales managers at different Toyota dealerships. The prices offered by salespersons were collected and analyzed. Results indicated that sales managers who had received messages with evidence offered to sell the vehicle for a significantly lower price than did sales managers who received no evidence. These results, their implications, and avenues for future research are discussed.

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