Should your customers be treated rudely?Snobby sales staff may make customers more inclined to buy aspirational items: StudyBy Sarah Dobson06/02/2014|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. To Read the Full Story, Subscribe or Sign In Remember Me Forgot Password If you are a current Subscriber, please click here to set-up or update your login information.