When it comes to designer and high-end goods, we want to have what we cannot afford. And, a sales person with a snobby attitude only adds the extra kick of exclusiveness.
A recent study by the University of British Columbia’s Sauder School of Business showed that customers who are treated with poor service are more likely to buy something as long as the brand is adequately renowned and luxurious.
The study entitled “Should the Devil Sell Prada?” had its participants to imagine that they are interacting with different kinds of sales associates. Then, they rated their feelings (i.e., desiring to buy or not to buy) toward the associated designer brands. Interestingly, participants reported increased feelings of want after being treated badly.
The eagerness to buy the item increases as the desire to be exclusive and to be judge positively sets in. This goes to show that people want to prove that they are capable of buying the luxury item and that they are worth more than the salesperson might think.
Darren Dahl, the co-author of the prior study, said that the outcomes were based on a combination of factors.
1. RIGHT KIND OF STORE
In order for the “snob effect” to work, a sales person must accurately represent an upscale brand. For instance, being arrogant in a Gucci store works more than being arrogant in a 7-11 store.
2. RIGHT KIND OF LOOK
Another factor in whether or not a customer is swayed by a poor customer service is the sales associate’s appearance. The sales associate must play the part of a high-end brand ambassador decked out with their own brand’s product/s.
As the song by Jimmy James called “Fashionista” goes: “you have to show a look, have a look, or give a look.” Faces should be pleasing or attractive.
Hence before buying a designer item, rethink whether you can really afford it, whether you really want it, and whether you are trapped in the service’s “rude spell”.