Eliciting Consumer Choice Heuristics: Sales Representives' Persuasion Strategies

Research has shown that consumers spend little cognitive effort in marketplace decisions (i.e., information acquisition, evaluation of alternatives). In fact, consumers simplify decision making by using decision rules learned from previous purchases. The present research explores the notion that during the course of a sales interaction, sales representatives may use expressions (i.e., primes) that encourage consumers to invoke previously used decision rules. These decision rules lead consumers to consider factors not necessarily relevant to the purchase decision (e.g., what others will think, reciprocate sales representatives' efforts, missed opportunities). Thus, consumers' thoughts are diverted from more pertinent factors such as budget and timing of the purchase. Moreover, consumers persuade themselves to purchase via thoughts concerning the decision rule and visual imagery associated with consumption. The notions of priming and schema- directed thinking are used to explain how sales representatives elicit consumers' decision rules from long-term memory. Implications of these techniques are made with regards to relationship management.