In light of the high costs associated with finding new customers who feel that a brand can meet their relevant needs and are willing to exclude competitors, today's companies are using " segmentation" and investing in initiatives to retain their most profitable customers.

The technique of getting a commitment from a potential customer and then changing the terms of the agreement is best described as low-balling. cognitive dissonance. reciprocal concession. the foot-in-the-door technique. a half-dozen high school students are going to a concert. chantal wants to wear a new colorful outfit that she just received as a gift, but she assumes that her five friends will all be wearing nothing but black leather. chantal decides to do likewise, and leaves her colorful outfit in the closet. chantal’s behavior is an example of conformity. resistance. reciprocation wariness. idiosyncrasy credits.