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Critical mistakes by Judy
One of the biggest mistakes made by Judy has been her ignorance of the deals associated with new cars and her submissive attitude. She was too transparent in her dealings with the sales person which convinced the salesperson that she could be easily tricked. As an example, when she was asked about the type of car she was looking for (para 2), she clearly said that she was not sure of what she was looking for. This showed her weakness as negotiator as Ed was able to capitalize on her ignorance by offering concessions which may not actually have been concessions.
Moreover, Judy was feeling physical discomfort in the room, but she failed to express the same and was seated in the room (para 13). Physical discomfort affects the thinking ability of the individual and rationality and Judy should have ensured that she was comfortable. As a consumer, she generally possessed upper hand in the process of negotiation since she had the option of buying the car from someone else. However, she did not use this factor to her advantage and kept on agreeing to what Ed was saying....
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