Consumer Persuasion: The Use of Evidence WhenNegotiating the Price of an Automobile

Document Type

Conference Paper

Journal/Book Title/Conference

Social Psychology Division at the annual meeting of the Rocky Mountain Psychological Association


Rocky Mountain Psychological Association

Publication Date



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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