Here’s what we discovered this week, with my own new content below:
If the last time you bought a car the salesperson offered you a soft, comfortable chair, there are two possible explanations:
1) The salesperson was genuinely concerned about your comfort during a stressful negotiation.
2) The salesperson knew you would pay more than if you sat in a hard chair.
That’s crazy, right? There’s no way that the firmness of your seat would change how much you’d pay for a car. If anything, a hard seat would make you eager to strike a deal more quickly, perhaps leaving money on the table. If that’s what you are thinking, you’d be wrong. […]