DeLiema Marguerite, Yon Yongjie, Wilber Kathleen H
Davis School of Gerontology, University of Southern California, Los Angeles.
Gerontologist. 2016 Apr;56(2):335-44. doi: 10.1093/geront/gnu039. Epub 2014 May 13.
Financial fraud is estimated to cost consumers approximately $50 billion annually. To examine how new hires are trained to engage in fraud, this study analyzed a sales training transcript from Alliance for Mature Americans (Alliance). In 1996, Alliance was charged with using deception and misrepresentation to sell more than $200 million worth of living trusts and annuities to 10,000 older adults in California.
Transcribed recordings from a 2-day Alliance sales training seminar were analyzed using NVivo10, coded inductively, and examined to identify emergent themes.
Predominant themes were as follows: (a) indoctrination using incentives and neutralization techniques and (b) training on persuasion tactics targeted at older adults. Findings suggest that sales training focuses on establishing the company's legitimacy, normalizing unethical sales practices, and refining trainees' knowledge about how to influence older consumers.
Predatory and fraudulent businesses peddling ill-suited products threaten the economic security of older Americans. Improved insights into sales manipulation strategies can guide the development of protective policies including educational approaches to help older adults detect scams and resist purchasing fraudulent products.
据估计，金融欺诈每年给消费者造成的损失约为500亿美元。为了研究新员工是如何被培训进行欺诈的，本研究分析了美国成熟公民联盟（Alliance）的一份销售培训记录。1996年，Alliance被指控使用欺骗和虚假陈述手段，向加利福尼亚州的1万名老年人出售了价值超过2亿美元的生前信托和年金。
使用NVivo10对为期两天的Alliance销售培训研讨会的录音转录文本进行分析，进行归纳编码，并检查以识别新出现的主题。
主要主题如下：（a）使用激励措施和中和技巧进行灌输，以及（b）针对老年人的说服策略培训。研究结果表明，销售培训侧重于确立公司的合法性，使不道德的销售行为常态化，并完善学员关于如何影响老年消费者的知识。
兜售不合适产品的掠夺性和欺诈性企业威胁着美国老年人的经济安全。对销售操纵策略的深入了解可以指导保护性政策的制定，包括教育方法，以帮助老年人发现骗局并抵制购买欺诈性产品。
