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New/Used Car Dealerships

New/Used Car Dealerships. Assessing sales tactics and customers behaviors using a variety of Theories Shane Shirsac Sara Sabukewicz Rebecca Larkin Nick Oliva. What we will discuss:. Attitudes/Behaviors Self-Perception Theory Balance Theory Social Judgment Theory. OUR INTERVIEWS.

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New/Used Car Dealerships

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  1. New/Used Car Dealerships Assessing sales tactics and customers behaviors using a variety of Theories Shane Shirsac Sara Sabukewicz Rebecca Larkin Nick Oliva

  2. Whatwe will discuss: • Attitudes/Behaviors • Self-Perception Theory • Balance Theory • Social Judgment Theory

  3. OUR INTERVIEWS NEW DEALERSHIPS USED DEALERSHIPS • Correct Information about financing and car features • Will match prices with local competitor(BMW) • All about service, make the customer want to do business with you • Online Advertising • “90% of the business is making the customer feel comfortable with you, 10% is negotiating.” -Michael Tolland, VW • Good price for the model, year and condition • Adjust to customers wants and needs • Demographics change tactics • Honest about car history • Commission = extras

  4. ClassicalConditioning UCS UCR Jennifer Lopez Excitement UCS + CS UCR Jennifer Lopez +Fiat Excitement CS CR Fiat Excitement http://youtu.be/X0IkmstjZes

  5. Katz Functions of Attitudes • Ego-Defensive • Value-Expressive • Knowledge • Utilitarian • Social Adjustive

  6. Attitudes & Behaviors • Direct Experience = Higher Correlation • Test driving a vehicle • Indirect Experience • References from family and friends • Reading/Researching

  7. Self-Perception Theory • Individual must be induced in an act • Environmental cues must be arranged so that a dispostionalattribution results

  8. Part One Individual must be induced in an act • Test Driving a Car • Being able to see themselves in that car • Salesman verbalizes things the buyer wants to hear • Being active within the sale • Asking questions

  9. Part Two Environmental cues must be arranged so that a dispositional attribution results • Dispositional Attribution • Internal, focus on personal characteristics • Has to be limited amounts of force or pressure in the situation ENVIORNEMENTAL CUES ARE DIFFERENT BETWEEN A USED CAR DEALERSHIP AND A NEW CAR DEALERSHIP!

  10. Comparison NEW DEALERSHIPS • Help relieve situational cues by making the customer feel comfortable • Selling yourself is just as, if not more, important than selling the car USED DEALERSHIPS • Push the benefits of the car more than selling themselves • External justifications are used • When used properly the customers internal justifications will not change

  11. Balance Theory • Fritz Heider • Also called P.O.X. • 3 Parts • Person (P) • Another Person (O) • Object (X) • Forms a triangle with each element linked to the other two components by a positive or negative evaluation based on the experience had.

  12. Cognitive Dissonance Theory • Leon Festinger • Cognitions are bits of knowledge that individuals have • People are motivated to eliminate based on unpleasant people or experiences

  13. How are these applied when buying a car? • A customer (P) can be persuaded to buy a car based on the experience they have with a particular car salesman (O), which would be the deciding factor on whether or not to buy a car (X). • Based off the experience a customer has will determine if a sale is completed. If a customer has a bad experience the customer will most likely option to go to another dealer to purchase the car. Eliminating the current dealer from the list of potential stores they may buy the car from.

  14. Social Judgment Theory Attitude toward an issue or object can be thought of as a range of attitudes rather than a single attitude

  15. Age Groups

  16. Income

  17. AttitudeChange • Assimilation- a person perceives a message as being similar to their views and they are accepting the message. • Contrasting-a person perceives a message as being in opposition to their views and they reject the message. • Boomerang Effect- rather than assimilating or contrasting the message, the receiver may move anchor away from intended direction of the message.

  18. Latitudes The social judgment theory predicts that as ego involvement increases, the width of LOR increases and LNC decreases.

  19. Ego-Involvement • Ego-involvement is a person’s commitment to an issue and is related to a person’s self concept and self esteem. • The social judgment theory predicts that as ego involvement increases, the width of LOR increases and LNC decreases. • A highly ego-involved person distorts a message more than a person who is not ego-involved in order to make it fit in his or her LOA or LOR.

  20. Works Cited • Ann Bainbridge Frymier, M. K. (2007). Persuasion:Integrating Theory, Research, and Practice. United States: Kendall/Hunt Publishing Company. • Giordano, V. (2011, October 21). General Manger. (N. Oliva, Interviewer) • Klein, a. (1998-2011). howstuffworks.com. Retrieved from howstuffworks.com: http://auto.howstuffworks.com/buying-selling/car-buying4.htm • Papper, M. (2011, October 20). Former Used Car salesman. (S. Sabukewicz, Interviewer) • Steven. (2011, October 18). BMW cars alesman. (S. Shirshac, Interviewer) • Tolland, M. (2011, October 19). VW Car Salesman. (R. Larkin, Interviewer)

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