What does the salesman aim to reduce for Wes after he shows him other customers' approval of his car?

The salesman's aim to show Wes other customers' approval of his car primarily targets reducing cognitive dissonance. Cognitive dissonance refers to the mental discomfort experienced when a person holds two or more contradictory beliefs, values, or ideas. In the context of purchasing a car, Wes may feel unsure or conflicted about his decision. By presenting him with testimonials or positive feedback from other customers, the salesman is providing social proof that can help alleviate any doubts or conflicting feelings Wes might have about his choice.

When consumers see that others are satisfied with a product, it reinforces their decision and minimizes the potential for regret or uncertainty. Therefore, the salesman is strategically using the approval of other customers to build confidence in Wes, thereby reducing dissonance and encouraging him to proceed with the purchase. This approach is effective in marketing as it leverages the influence of social validation to enhance customer satisfaction and commitment to their buying decision.