8-steps-in-sale-evolutionThe Most Frustrating Step in Car Buying – It’s Not What You Think. New Research Measures Emotions During Purchase

Article Summary

Freak Out, Buy a Car: 5 of 8 Emotional Steps in buying a car are Negative, Frustrating & Fearful.


SITUATION That Prompted Research:


Emotions drive purchase decision;Cause shoppers to leave before sale.

Buyer research rates positive feelings during 8 steps of purchase.

Tradein appraisals, deal terms, & financing made people disappointed.

SIGNIFICANCE of Research:


Dealers can control car buying experience & manage buyer emotions.

Emotional highs & lows of vehicle purchase are measured & rated.

Dealers to be transparent with pricing, payments & educate prior to F&I.



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