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

The primary aim of the salesman in showcasing other customers' approval of Wes's car is to reduce cognitive dissonance. Cognitive dissonance occurs when a person feels conflicted due to their doubts or second thoughts about a decision they have made or are about to make. By providing positive feedback and testimonials from previous buyers, the salesman reassures Wes that he is making a sound choice, thereby helping to alleviate any conflicting feelings he may have about his decision.

When potential buyers see that others are satisfied with their purchase, it can reinforce their own decision and lead to greater confidence. This reassurance is an effective sales strategy because it can mitigate the anxiety associated with making significant purchases, ultimately leading to a more decisive and positive consumer experience.