Is it ethical to use selling psychology on dental patients? I would argue it is unethical not to. A handbag does no real good for anyone, and entire companies use positioning and decision psychology to sell them for thousands. What you do actually improves a person's health and happiness. When you use what we know about how people decide, you can influence patients toward the choice that is genuinely good for them, and they walk out with better physical health, better dental health, and more satisfaction in their lives. That is the whole point. The discomfort dentists feel about selling comes [...]