Luxury-brand customers respond to salespeople who act rudely, says a study from UBC.

People were more likely to buy from a luxury brand when they were greeted with snobbery from salespeople, says the study.

“Our research indicates they can end up having a similar effect to an ‘in-group’ in high school that others aspire to join,” explains Professor Darren Dahl, of UBC’s marketing faculty.

Read: Luxury’s next frontier: young urban males

This isn’t to say being rude to customers pays off in the long term. For one thing, the effect doesn’t extend to mass-market brands. And even if a company has a wealthy brand identity, the boost from being perceived as exclusive wears off over time, the study finds.

Read more here.

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