American Dream Case Analysis

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Need: In order to establish a need for the product and the company, the Affiliates used comparison, statistics, and foot-in-the-mouth techniques. They attempted to make the original “American Dream” a devil term by portraying how impractical and outdated it was compared to their business model. They used the health crisis of today to show a need for making health conscious choices, and asked questions such as “who wants to be healthier?” or “who wouldn’t mind having an extra $500 dollars each month” to get people to say yes to them. They followed this up by then asking “how would you like to do what we’re doing right now and be able to drive your dream car, which by the way is payed for by the company once you reach Diamond Rank in the company?” …show more content…

They used location, size of room, clothing, music, imagery, displays, and proxemics to influence the situation. As I previously mentioned, the meeting took place at my friend’s house in his living room. This allowed for a more personal setting where the people attending (friends of the Affiliates) would feel more comfortable. By holding the meeting in a living room, it also allowed the Affiliates to share a space with us, thus increasing their persuasiveness. Also, they had on display all of their different products, along with samples for a few of them. On the T.V. they used to display the video they had the Vemma logo displayed. These in my opinion both allowed us to begin to form a positive attitude towards the product by being able to taste it (it was actually good) and relate that feeling to the company. The clothing they wore I believe to be intentional to influence the atmosphere of the meeting, as I discussed earlier. Finally, when I got to his house there was music playing from speakers. The music was mostly a mix of popular songs, however one song I heard served almost as an intro to the culture they were about it introduce. I looked up the song when I got home, which was called I Want It All by Warren G, and the chorus goes like …show more content…

However, at the end of the presentation they broke up the formal meeting to talk with people individually about any questions they had. My one-on-one conversation with my friend was really the only time I needed to use compliance-resistance. The threat of getting an F made it easy to stand behind my resistance. I started by simply using non-negotiation. I told my friend that I appreciated him thinking to share this opportunity with me, but that I wasn’t really interested. He pushed on, so I had to use justification, and a little negotiation to finally end the conversation. I told him that I just had no means of money, and that I needed to discuss things with my dad. Then I negotiated by telling him that if I could get those things straightened away and was still interested, that I would reach out to him to get more information. He told me he would reach out to me in three days (which he did), but that was finally enough to end the pressure sale for the

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