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Houston Matters

Why Does The Experience Of Purchasing A Vehicle Often Have To Be So Unpleasant?

Buying a car — it’s not the most pleasant of experiences for many consumers. Dr. Lynn Godwin from the University of St. Thomas gives us advice on improving the experience.

Buying a car — it's not the most pleasant of experiences for many consumers. The haggling, the sales tactics, the sense that this purchase is somehow different from everything else you buy.

There's also a persistently negative stereotype of the car salesman that can put people off from going to a dealer. Barbara Stewart is in the Retailing and Consumer Science Department at the University of Houston. She tells us that perception can be expected.

Then, in a live interview from the Houston Auto Show, Dr. Lynn Godwin discusses the psychology of car buying. Godwin is an associate professor and chair in the Department of Management and Marketing at the University of St. Thomas.

Lynn Godwin and Craig Cohen at the Houston Auto Show
Michael Hagerty
Dr. Lynn Godwin of the University of St. Thomas talks with host Craig Cohen about the experience of buying a car live at the Houston Auto Show, Jan. 25, 2018.