In social psychology, I taught about some strategies that
are used in convincing someone to buy something. We experienced them all!
Foot-in-the door. The
first suggestion is that you buy something quite expensive. The next proffered item seems incredibly
cheap by comparison, and perhaps you bite.
Low-balling. Just as
you have agreed on the price, new conditions emerge – could be the “manager’s
approval” or a tax or shipping, etc.
Bait and switch. You
are drawn in by a great offer, and then moved on to “higher quality”
goods.
Just a peek – you are encouraged to step in to look, to handle
the goods, or even to accept something free – this creates a familiarity, even
an obligation to buy.
In a market for wooden goods in Ghana, we were called Papa
and Mama, encouraged to sit, and even fanned as we explored our interest in
buying. In Vietnam almost every woman
bought multiple elephant pants. As we
shared stories about bargaining and found out what others had paid, we became
even better bargainers on subsequent trips to the night market.
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