In the context of social psychology, why might a salesperson use the Asch phenomenon during personal selling?

• A. To promote independent thinking and avoid any reference to group consensus
• B. To highlight the uniqueness of each customer's preferences and discourage group influence
• C. To reduce the impact of social pressure on individual decision-making
• D. To encourage customers to conform to the opinions or choices of a group, increasing the likelihood of a sale

Answer: (D)

Verified step by step guidance

1. Step 1: Understand the Asch phenomenon, which refers to the tendency of individuals to conform to the opinions or behaviors of a group, even if they privately disagree, due to social pressure.
2. Step 2: Recognize that in personal selling, a salesperson might leverage this phenomenon by presenting group consensus or social proof to influence a customer's decision.
3. Step 3: Analyze how showing that others have made a particular choice or hold a certain opinion can encourage the customer to conform, increasing the likelihood of a sale.
4. Step 4: Contrast this with options that promote independent thinking or reduce social pressure, which are opposite to the purpose of using the Asch phenomenon in sales.
5. Step 5: Conclude that the salesperson uses the Asch phenomenon to encourage customers to align with group opinions, thereby facilitating conformity and boosting sales success.