Should your customers be treated rudely?

Snobby sales staff may make customers more inclined to buy aspirational items: Study
By Sarah Dobson
|Canadian HR Reporter|Last Updated: 06/09/2014

When marketing professor Darren Dahl walked into a store to purchase Hermes cologne, he was wearing tattered jeans and a T-shirt. Not surprisingly, he was treated with disdain by the salesperson. But instead of leaving the store, Dahl became even more determined to buy the product — so he did.

But it made him think: Why did he react that way when common sense should have told him to leave after he was treated poorly?

The answer is counter-intuitive, according to Dahl, senior associate dean, faculty of research, at the University of British Columbia’s Sauder School of Business in Vancouver, who wrote a study on the issue with Morgan Ward, assistant professor of marketing at the Cox School of Business at Southern Methodist University in Dallas.