Dr. Mark Bear Ph.D. is a Social Psychologist ...

Hi Scott,

Glad you asked! All aspects of the automotive industry are based upon the careful utilization of influence and persuastion techniques.  When selling an automobile,  the sales consultant needs to carefully follow a path which if done correctly implements several techniques such as the principle of reciprocity, the principle of indebteness, social proof, and liking.  The outcome places a consumer in a "lame duck" position if he or she is not aware of these techniques.  However, I should make perfectly clear that the sales consultant is not to blame here.  This IS his or her job; to sell you an automobile and this is what occurs in any sales situation whether it be the purchase of a home, auto, or magazine subscription.  Regarding the profitability aspect of your question: Dealers selling more automobiles obviously are more profitable however the real money is made in the Service Department.  We as consumers live in such a fast paced arena that we are not being overcharged by dealers when servicing our vehicle we are paying a handsome reward for convenience.  If a Dealer can find ways to retain his sales customers while engaging them in the sales/service loyalty loop he or she begins to become more profitable. But once again the power of persuasion should not be underestimated here.  Finally, regarding the increase of customer satisfaction; when persuasion techniques are utilized in a meaningful manner without manipulating someone that person truly does not mind.  If you take the time to think about this: Everyone is selling someone at any given moment. It is just a matter of who is getting sold. Customers are more satisified if the job is done correctly and provided with what I call the "WOW" factor. Something MUST differentiate one dealer from another and if this is not done then the satisfaction ratings go down on the retail level. This can also be seen in the manufacturing realm.  With advertising you must stand out from the rest of the crowd.  If you don't you simply won't succeed.  This is accomplished through the successful implementation of influence techniques; not manipulation.  I hope this assists and if you need any more assistance feel free to contact me at Bearsfe@aol.com. 

Dr. Mark Bear Ph.D.