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.
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.
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