Consumer Behaviour

1. Assume that Sears’ total variable cost for the lawn tractor is $1,278. Also assume that the salesperson makes a 5 present commission on both the selling price and the warranty. How much unit contribution (selling price–variable cost–commission) did the salesperson generate for Sears on this transaction?

2. What could Sears do to reduce the customer’s cognitive dissonance relating to the purchase?

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3. How could customers like the one at Sears avoid being persuaded by behavioural compliance techniques?

1. Evaluate each of the five influence techniques attempted by the salesperson. Which technique do you think was most effective? Which technique was most important in generating revenue for Sears?

2. What could Sears do to reduce the customer’s cognitive dissonance relating to the purchase?

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