Final answer:
The assertion that customers favor the hard sell technique is false; instead, they may respond better to the foot-in-the-door technique, which builds on small agreements to lead up to larger sales, utilizing the principle of consistency in buyer behavior. Clear information and persuasive facts can also shape customer satisfaction and attitudes towards their purchases.
Step-by-step explanation:
The notion that most customers respond favorably to the hard sell technique because it demonstrates a belief in the product is a common misconception and is largely considered false. The effectiveness of sales techniques can vary based on the context and the individual customer's preferences. Instead, a more subtle and psychologically savvy approach is the foot-in-the-door technique where a salesperson starts with a small request, like suggesting the best data plan when buying the latest model smartphone, and then escalates to a larger request, such as a three-year extended warranty. This technique leverages the principle of consistency, where once a customer has agreed to a small purchase, they are more likely to agree to make a larger purchase to maintain consistency in their behavior.
Every purchase is influenced by the buyer's belief in the potential satisfaction the product or service will provide, which is often based on imperfect information. This can sometimes lead to regret or avoidance of future purchases if expectations are not met. In contrast, when information is clear and persuasive, like with the central route of persuasion that focuses on facts and data, customers may experience more satisfaction and less regret, thereby potentially developing a longer-lasting positive attitude towards a product.