BAIT AND SWITCH MAY BE GETTING PASSE CONSUMERS WANT INFORMA

To evaluate how contemporary consumers view trading-up and bait-and-switch sales practices, 3 scenarios representing a continuum of retail practices were presented to a sample of 168 customers. They were asked to quantify their assessments on: 1. normal sales practices, 2. similar experiences, and 3...

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Bibliographic Details
Published in:Marketing news 1988-02, Vol.22 (4), p.3
Main Authors: Thomas, Susan M, Van Doren, Doris C, Smith, Louise W
Format: Article
Language:English
Subjects:
Consumer attitudes
Deceptive
Personal selling
Salespeople
Surveys
Online Access:Get full text
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Summary:To evaluate how contemporary consumers view trading-up and bait-and-switch sales practices, 3 scenarios representing a continuum of retail practices were presented to a sample of 168 customers. They were asked to quantify their assessments on: 1. normal sales practices, 2. similar experiences, and 3. general attitude. Negative attitudes toward all 3 techniques seemed to stem from irritation at being treated without respect, rather than by the actual sales techniques. Today's consumers may be more concerned about getting facts needed to make informed buying decisions than about falling victim to bait and switch. Consumers, focusing on their control of the sales situation, seem to view the salesperson's comments about other models as important.
ISSN:0025-3790