An Example of Consumeristic Social Psychology: Bargaining Tough in the New Car Showroom

Abstract

Recent discontent within scientific psychology, especially social psychology, was discussed and found to be caused, at least in part, by a widespread perception among psychologists that the discipline has failed to act with social responsibility in researching and reducing areas of social concern. One such area of concern, consumer welfare, was examined. Social psychology's contribution was seen to be biased against the individual consumer for reasons that are primarily methodological rather than ideological. A study was conducted as an example of how social psychological theory and research could be directly and positively applied to the issue of consumer welfare. Procedures derived from aspiration level theory were employed in new car bargaining interactions set in the field. Results indicated that a consumer could realize substantial savings on the price of a desired automobile by taking a tough bargaining stance in prior negotiations with the salesperson. In addition to their practical value, the results also provided evidence for the external validity of earlier, laboratory work. Some implications for a socially responsible social psychology of consumer issues are discussed.