The secret ingredient is the shame April 29, 2014 1:44 PMSubscribe
"If the accessories are not expensive, the customer is not worth the effort of even a simple hello"In a paper soon to be published in the Journal of Consumer Research, Sauder marketing professor Darren Dahl lays out the findings of his research, where he looked at the correlation between the quality of customer service that a shopper receives in a store with their likelihood to return to make more purchases in the future.
... a surprising majority of the those who received the alienating treatment had a positive view of the brand, compared with those who got the neutral reaction. "The desire to belong and have those aspirational brands that are a big part of our society is a powerful force," Dahl said.
One key to the results is that the snobby treatment doesn't work for everybody. “Our study shows you’ve got to be the right kind of snob in the right kind of store for the effect to work," Dahl said.