The thing I find fascinating about American culture is the fact that we love to buy stuff, but we hate someone selling us. As a society based on consumerism, you would think we would enjoy and look forward to anyone trying to sell anything. “Yes, mall kiosk employee, I love buying stuff so please tell me all about your inventory of gadgets!” But the reality is we avoid eye contact or get a “No thanks” locked and loaded 50 feet before passing said sales person.
We avoid the sales pitch at any cost. It makes us feel uncomfortable and causes us to keep our guard way up. The reality of the situation is that we typically will not buy anything if we feel uncomfortable while doing so. Our brains will not allow us to buy unless we believe the sales person is being honest and unless the purchase “feels right”.
This explains why we visit stores, dealerships, shops, nail salons, bars where we know someone and someone knows us; a place where we feel comfortable. The relationship is vital to almost every aspect of our lives and we prefer to have some connection of some type to someone before we do business.