Jill is in the market to buy a used car. She visits a car lot and tells the salesperson she is looking for something under $4,000. The salesperson first shows her a car that has very high mileage, a dented fender, and needs a new clutch. The asking price is $3,700. Shocked, Jill wonders, "Who on earth would pay that much for this piece of junk?" The salesperson then shows her a much nicer car- in fact, one that she thinks would suit her needs perfectly. Jill really needs to get a car as soon as possible, so she decides to buy it right then and there-even though it costs $4,800. Jill's decision has been influenced by:

Question

Quizplus · Accepted Answer

Jill's decision has been influenced by the contrast effect because the salesperson showed her a lower quality car first, making the second car seem like a much better option in comparison.

Jill Is in the Market to Buy a Used Car