The Most Frustrating Step in Car Buying – It’s Not What You Think. New Research Measures Emotions During Purchase
Freak Out, Buy a Car: 5 of 8 Emotional Steps in buying a car are Negative, Frustrating & Fearful.
SITUATION That Prompted Research:
Emotions drive purchase decision;Cause shoppers to leave before sale.
Buyer research rates positive feelings during 8 steps of purchase.
Tradein appraisals, deal terms, & financing made people disappointed.
SIGNIFICANCE of Research:
Dealers can control car buying experience & manage buyer emotions.
Emotional highs & lows of vehicle purchase are measured & rated.
Dealers to be transparent with pricing, payments & educate prior to F&I.