Eliciting Consumer Choice Heuristics: Sales Representatives' Persuasion Strategies

Whittler, Tommy E.
September 1994
Journal of Personal Selling & Sales Management;Fall94, Vol. 14 Issue 4, p41
Academic Journal
The article discusses the usage of expressions by sales personnel during sales interaction to persuade consumers to invoke previously used decision rules. It provides consideration of factors irrelevant to purchase decisions. 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.


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