Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Snobby staff can boost luxury retail sales

29.04.2014

When it comes to luxury brands, the ruder the sales staff the better the sales, according to new research from the University of British Columbia's Sauder School of Business.

The forthcoming Journal of Consumer Research study reveals that consumers who get the brush-off at a high-end retailer can become more willing to purchase and wear pricey togs.

"It appears that snobbiness might actually be a qualification worth considering for luxury brands like Louis Vuitton or Gucci," says Sauder Marketing Professor Darren Dahl. "Our research indicates they can end up having a similar effect to an 'in-group' in high school that others aspire to join."

For the study, participants imagined or had interactions with sales representatives – rude or not. They then rated their feelings about associated brands and their desire to own them. Participants who expressed an aspiration to be associated with high-end brands also reported an increased desire to own the luxury products after being treated poorly.

... more about:
»Business »Consumer »Cox »Marketing

The effect only held true if the salesperson appeared to be an authentic representative of the brand. If they did not fit the part, the consumer was turned off. Further, researchers found that sales staff rudeness did not improve impressions of mass-market brands.

"Our study shows you've got to be the right kind of snob in the right kind of store for the effect to work," says Dahl.

The researchers also found that improved impressions gained by rude treatment faded over time. Customers who expressed increased desire to purchase the products reported significantly diminished desire two weeks later.

Based on the study's findings, Dahl suggests that, if consumers are being treated rudely, it's best to leave the situation and return later, or avoid the interactions altogether by shopping online.

###

Backgrounder

The study, Should the Devil Sell Prada? Retail Rejection Increases Aspiring Consumers' Desire for the Brand, will appear in the October 2014 edition of the Journal of Consumer Research. It was co-authored by Assistant Prof. Morgan Ward of the Cox School of Business at Southern Methodist University.

Andrew Riley | Eurek Alert!
Further information:
http://www.ubc.ca

Further reports about: Business Consumer Cox Marketing

More articles from Studies and Analyses:

nachricht Seahorse tails could inspire new generation of robots
03.07.2015 | Clemson University

nachricht Is Marriage Good or Bad for the Figure?
29.06.2015 | Max-Planck-Institut für Bildungsforschung

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Viaducts with wind turbines, the new renewable energy source

Wind turbines could be installed under some of the biggest bridges on the road network to produce electricity. So it is confirmed by calculations carried out by a European researchers team, that have taken a viaduct in the Canary Islands as a reference. This concept could be applied in heavily built-up territories or natural areas with new constructions limitations.

The Juncal Viaduct, in Gran Canaria, has served as a reference for Spanish and British researchers to verify that the wind blowing between the pillars on this...

Im Focus: X-rays and electrons join forces to map catalytic reactions in real-time

New technique combines electron microscopy and synchrotron X-rays to track chemical reactions under real operating conditions

A new technique pioneered at the U.S. Department of Energy's Brookhaven National Laboratory reveals atomic-scale changes during catalytic reactions in real...

Im Focus: Iron: A biological element?

Think of an object made of iron: An I-beam, a car frame, a nail. Now imagine that half of the iron in that object owes its existence to bacteria living two and a half billion years ago.

Think of an object made of iron: An I-beam, a car frame, a nail. Now imagine that half of the iron in that object owes its existence to bacteria living two and...

Im Focus: Thousands of Droplets for Diagnostics

Researchers develop new method enabling DNA molecules to be counted in just 30 minutes

A team of scientists including PhD student Friedrich Schuler from the Laboratory of MEMS Applications at the Department of Microsystems Engineering (IMTEK) of...

Im Focus: Bionic eye clinical trial results show long-term safety, efficacy vision-restoring implant

Patients using Argus II experienced significant improvement in visual function and quality of life

The three-year clinical trial results of the retinal implant popularly known as the "bionic eye," have proven the long-term efficacy, safety and reliability of...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

World Conference on Regenerative Medicine in Leipzig: Last chance to submit abstracts until 2 July

25.06.2015 | Event News

World Conference on Regenerative Medicine: Abstract Submission has been extended to 24 June

16.06.2015 | Event News

MUSE hosting Europe’s largest science communication conference

11.06.2015 | Event News

 
Latest News

Aluminum Clusters Shut Down Molecular Fuel Factory

06.07.2015 | Power and Electrical Engineering

Veja Mate Offshore orders 67 wind turbines including record long-term service

06.07.2015 | Press release

The quantum middle man

06.07.2015 | Physics and Astronomy

VideoLinks
B2B-VideoLinks
More VideoLinks >>>