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The influence of ‘low‐balling’ on buyers' compliance: Revisited
Author(s) -
Motes William H.,
Brown Reginald E.,
Ezell Hazel F.,
Hudson Gail I.
Publication year - 1986
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220030204
Subject(s) - revocation , compliance (psychology) , psychology , criticism , ball (mathematics) , sample (material) , marketing , social psychology , business , computer science , law , mathematics , mathematical analysis , chemistry , chromatography , political science , overhead (engineering) , operating system
Central to the low‐ball strategy is the revocation and subsequent alteration of an integral part of an offer after a target subject accepts. Allegedly used to some extent in the automobile industry, it has drawn criticism as an unethical and characteristically deceptive practice. Yet, is such a strategy really effective in increasing customer compliance in real commercial settings? Using a sample of 160 subjects, the low‐ball procedure was again tested. Although effective, its predicted superiority over several competing strategies was unconfirmed.