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Publication
Técnicas persuasivas para venda Door In The Face e Foot In The Door
Advisor(s)
Abstract(s)
O setor de atividade Restauração e o setor Cabeleireiro e Serviços de Estética são
hoje bastante requisitados pelas pessoas, mas infelizmente aos vendedores não lhes são
transmitidas as técnicas para vender mais eficazmente no seu contexto laboral e por isso
mesmo estes imitam as que os colegas usam sem saber quais seriam as mais apropriadas
para conseguirem um maior volume de vendas.
Este estudo tem em conta o princípio persuasivo da conformidade (Cialdini &
Goldstein, 2004) e foca-se na utilização da técnica persuasiva Door In The Face (Dolinski et
al., 2001) baseada na norma da reciprocidade (Gouldner, 1960) incluída no objetivo de
afiliação e na técnica persuasiva Foot In The Door (Freedman & Fraser ,1966) que se baseia
no objetivo de manter o autoconceito positivo (Cialdini & Trost ,1998).
A fim de definir as duas técnicas persuasivas para venda Door In The Face e Foot In
The Door e perceber-se com que frequência os vendedores recorrem às mesmas nestes dois
setores de atividade realizou-se este estudo misto em que se queria verificar se estas duas
técnicas persuasivas para venda não eram igualmente usadas nestes setores de atividade.
Os resultados foram inesperados ao mostrarem que a maioria dos participantes
usam ambas as técnicas persuasivas para venda ou nenhuma e a que usam mais é a que lhes
é mostrada em segundo lugar, nos dois setores de atividade estudados.
The Catering and the Hairdressing and Aesthetic Services business sectors are currently in high demand by people, but unfortunately sellers are not given the techniques to sell more effectively in their work context and for this reason they imitate those used by their colleagues without knowing which ones would be the most appropriate to achieve a higher volume of sales. This study takes into account the persuasive principle of conformity (Cialdini & Goldstein, 2004) and focuses on the use of the persuasive technique Door In The Face (Dolinski et al., 2001) based on the norm of reciprocity (Gouldner, 1960) included in the affiliation goal and in the Foot In The Door persuasive technique (Freedman & Fraser, 1966) which is based on the goal of maintaining a positive self-concept (Cialdini & Trost, 1998). In order to define the two persuasive techniques for selling Door In The Face and Foot In The Door and to understand how often sellers use them in these two sectors of activity, this mixed study was carried out, by which it was the intention to determine if these two persuasive techniques for selling were not equally used in these sectors of activity. The results were unexpected in showing that the majority of the participants use either both persuasive techniques for selling or none of them and the one that they use the most is shown in second place, in the two sectors of activity studied.
The Catering and the Hairdressing and Aesthetic Services business sectors are currently in high demand by people, but unfortunately sellers are not given the techniques to sell more effectively in their work context and for this reason they imitate those used by their colleagues without knowing which ones would be the most appropriate to achieve a higher volume of sales. This study takes into account the persuasive principle of conformity (Cialdini & Goldstein, 2004) and focuses on the use of the persuasive technique Door In The Face (Dolinski et al., 2001) based on the norm of reciprocity (Gouldner, 1960) included in the affiliation goal and in the Foot In The Door persuasive technique (Freedman & Fraser, 1966) which is based on the goal of maintaining a positive self-concept (Cialdini & Trost, 1998). In order to define the two persuasive techniques for selling Door In The Face and Foot In The Door and to understand how often sellers use them in these two sectors of activity, this mixed study was carried out, by which it was the intention to determine if these two persuasive techniques for selling were not equally used in these sectors of activity. The results were unexpected in showing that the majority of the participants use either both persuasive techniques for selling or none of them and the one that they use the most is shown in second place, in the two sectors of activity studied.
Description
Dissertação de Mestrado apresentada no ISPA –
Instituto Universitário para obtenção de grau de Mestre
na especialidade de Psicologia Social e das Organizações
Keywords
Restauração Cabeleireiros e serviços de estética Door In The Face Foot In The Door Catering Hairdressing and aesthetic services