The Wall Street Journal’s Real Time Economics blog covered a recent Sauder study that found rudeness from luxury retail staff can make customers more likely to purchase expensive goods.
Sauder Marketing Professor Darren Dahl explains that when a customer feels rejected by someone selling a coveted brand, they respond with their credit card, thinking, “I’m going to show you I have a right to be here.”
The article mentions that snobby sales staff can be good for selling eco-friendly products as well. But Dahl cautions that retailers should keep trying to give good service, as rudeness can hurt their brand in the long run.
Dahl’s study will be published in the October 2014 edition of the Journal of Consumer Research.