John, a car salesman, is trying to persuade a customer to trade in his gas-guzzling, 8-cylinder car for a new 6-cylinder model. So he says to his customer, "Think of all the extra money you'll have if you buy this fuel-efficient model!" According to Kahneman and Tversky, John's sales pitch would be much improved if he had said:

Question

Quizplus · Accepted Answer

Kahneman and Tversky's research suggests that people are more likely to be persuaded by a message that highlights the negative consequences of not taking action (in this case, continuing to drive the gas-guzzling car) than by a message that highlights the positive consequences of taking action (in this case, buying the fuel-efficient model).

John, a Car Salesman, Is Trying to Persuade a Customer