According to a study by the University of British Columbia, being a rude sales associate can actually increase a store’s sales. Seriously?!?
If you’re in sales, though, hold up before you start acting bratty. It depends what kind of rude you are to customers.
The study, awesomely called Should the Devil Sell Prada?, reveals that the effectiveness of the sales person’s snobbery has to seem like an “authentic representation” of the brand. “Our study shows you’ve got to be the right kind of snob in the right kind of store for the effect to work,” Marketing professor Darren Dahl explains. The study shows that snobbery doesn’t work for cheaper brands, only high-end luxury brands like Prada or Louis Vuitton. Basically, shoppers aren’t willing to deal with sassy attitudes at H&M. But they’ll deal with snobbery at designer showrooms.
“It appears that snobbiness might actually be a qualification worth considering for luxury brands like Louis Vuitton or Gucci. Our research indicates they can end up having a similar effect to an ‘in group’ in high school that others aspire to join,” Daren explains.
Basically, as Mean Girls so aptly shows, people like being treated poorly if they get to be popular — and have really nice things.
Therefore, if you are in a pricey store, do not take it personal if the sales person is being a little rude with you. It’s just to get your ego up to the point where you will buy a pricey item just to show the sales person that you can afford it. It looks like the last laugh will be the sales person heading to the bank to cash that big phat commission check.
On the other hand, if the sales person is being rude at Wal-Mart, please don’t take it personal. They may be a little upset about the working conditions. If you say a few kind words to that person, it may be just the thing they needed to get through another day.
Anyway, we we’re shocked by this study — are you? Tell us in the comment section below!