Smart Sales Part I Understanding Clients’ Shopping Schemas And Scripts
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The next thing that you must know is the functions of shopping schemas and scripts (Aronson, Wilson & Arkert, 2007).
The shopping schemas and scripts function automatically.
In scenario one, a client goes to a cinema. Psychologically, his cinema schema and scripts activate automatically. The mind automatically loads the cinema folder from his memory, activates the sub-routines in it. The sub-routines guide his behaviors: 1) Check to see what movies are available. 2) Select your movie. 3) Choose the seating and purchase the ticket at the ticket counter. 4) Use the rest room before the show. 5) Buy the snacks. 6) Enter the viewing auditorium when the doors are open. There is very little and sometimes no conscious pondering of the behavior needed for this event.
The shopping schemas and scripts reduce purchasing ambiguity and doubt.
In scenario
