According to exchange theory, what might occur if a salesperson interacts with an assertive consumer?
What will be an ideal response?
In exchange theory, every interaction involves an exchange of value. Consequently, the salesperson must add some value to the customers' experience or customers would not seek out the service of a salesperson.
The assertive consumer will most likely stand up for himself or herself in any discussion. If the salesperson says "this is a good value for you," implying that the customer should buy the item, the assertive customer will often say "I don't see the value in the product that you see" or "I'm not ready to make a commitment." The salesperson must show more value and meet the consumer's response in a positive and relational way.
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