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Short Circuiting Buyer's Remorse

Dec 24, 2007
It's human nature to want to believe that we have done something of value when we make a purchase. We like to feel we've used proper sense and keen determination in choosing things that are going to be good for us and of the greatest use. And we most certainly want to know we'll feel good about the choices we've made in the long run.

It's human nature to wonder if our decisions are good ones. The way that people generally know if their decisions are good ones is when they have real congruence that they've got the right thing.

Let me share with you some research in the field of social, societal kind of ways of looking at persuasion.

The studies performed in the areas of sociology and persuasion discovered that when people were going to a race track to wager, just prior to placing the bet, the person would be asked by a researcher, 'So you're making a bet? What are the odds your horse is going to win?'

Generally, the odds they gave were low. They'd respond, 'Well, I'm not sure. I mean, maybe I've got a fifty-fifty chance. Maybe thirty. Pretty low, I guess.'

The researchers asked another set just after the purchaser bought the ticket, 'So you've just placed a bet. What are the odds your horse is going to win?'

Generally, the purchaser would say, 'It's huge. Eighty, ninety percent. . . maybe more.'

What changed? They bought the ticket. That's it. So what made these folks believe their odds increased so dramatically after buying the ticket?

The short answer is, they were emotionally committed to believe they had made the right choice.

Sadly, nowadays, commitment isn't what it used to be. People "commit" to things all the time and back out at the last minute or have three to seven days to change their minds.

What does this mean? A deal isn't a deal until the people are happy and they're using the product and they're really sold on it. That's when you've got a good deal all the way around.

All of the principles come to bear on people and their decision making abilities and their capacity to stay happy once these decisions are made.

1) Hearing they could have bought it cheaper elsewhere. 2) Learning that there's a fault or a problem with the product or with what it advises. 3) A family member or friend telling them that this is pure nonsense. 4) Another thing that could happen is, the person themselves begins to doubt that what they did was either a good use of money or a valuable enough service for them to spend it on. 5) A family member, a spouse may try to convince them that they need that money for other things.

This all gives us a very unfair advantage.
About the Author
Kenrick Cleveland teaches techniques to earn the business of affluent prospects using persuasion. He runs public and private seminars and offers home study courses and coaching programs in persuasion techniques.
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