Study Finds Snobby Salespeople Boost Sales

[extramarital]

Should The Devil Sell Prada? Study Finds Snobby Salespeople Boost Sales

Julia Robert's treatment in 'Pretty Woman' may not have been as outrageous as it seemed. A new study finds that customers are more likely to buy when dealing with snobby salespeople.

Remember when the Rodeo Drive saleswomen wouldn't help Julia Roberts purchase some conservative, high-fashion clothes in the 1990 hit Pretty Woman? And remember when her character returns to the store later, shoving a plethora of shopping bags in their snobby faces, telling them what a 'huge mistake' they made not taking her business?

Well, a new study—aptly named Should the Devil Sell Prada? Retail Rejection Increases Aspiring Consumers' Desire for the Brand—from the University of British Columbia's Sauder School of Business has found that customers who receive poor treatment from sales associates are more likely to make a purchase.

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

Inspired by a situation Dahl refers to as "The Pretty Woman Effect," he sought to understand the correlation between rude treatment and the desire to buy something. By having participants either experience or simulate a variety of store interactions and rate their feelings, Dahl found that consumers have an increased desire to purchase luxury, high-end goods (and not mass-produced ones) when treated badly.

“This only worked for brands and stores that customers would aspire to, truly luxury brands like Burberry or Gucci,” he explained. “For lower-end, mainstream retailers—Gap and American Eagle, these types of stores—this type of effect doesn’t happen...Our study shows you've got to be the right kind of snob in the right kind of store for the effect to work."

The complete study will appear in the October 2014 edition of the Journal of Consumer Research.

http://www.thedailybeast.com/articl...udy-finds-snobby-salespeople-boost-sales.html

 

[Leongsam]

That's why Singaporeans vote for the high end PAP instead of the budget Opposition despite the fact that PAP MPs are snobbish and look down on peasants.

 

[extramarital]

This proves that aspirational consumers are indeed idiots! They are more likely to buy from salespeople who treat them badly?

They can't see the manipulation the salespeople are using to boost sales by creating artificial exclusivity and scarcity. There's nothing exclusive in today's day and age when a woman is carrying a Gucci or LV bag. Almost every Sarah, Jane, and Mary is carrying one in public in Sinkieland. Exclusivity is not something that almost every woman has. It has more to do with marketing hype and people's aspiration to belong to a certain group.

As for men, don't be surprised if you are treated badly when you walk into a Mercedes, BMW, Audi, or Lexus dealership. Also, when they don't return your phone calls or reply to your SMSes and emails which is part of their tactic to boost sales. Don't take it personally as the salespeople are only doing their job right by playing hard for you to get a luxury car. Hence, the perceived higher status from the consumer's point of view for the vehicle.

 

[extramarital]

That's why Singaporeans vote for the high end PAP instead of the budget Opposition despite the fact that PAP MPs are snobbish and look down on peasants.

Very well said indeed!

 

[laksaboy]

This proves that aspirational consumers are indeed idiots! They are more likely to buy from salespeople who treat them badly?

They can't see the manipulation the salespeople are using to boost sales by creating artificial exclusivity and scarcity. There's nothing exclusive in today's day and age when a woman is carrying a Gucci or LV bag. Almost every Sarah, Jane, and Mary is carrying one in public in Sinkieland. Exclusivity is not something that almost every woman has. It has more to do with marketing hype and people's aspiration to belong to a certain group.

As for men, don't be surprised if you are treated badly when you walk into a Mercedes, BMW, Audi, or Lexus dealership. Also, when they don't return your phone calls or reply to your SMSes and emails which is part of their tactic to boost sales. Don't take it personally as the salespeople are only doing their job right.

I have a theory: to maximize the possibility of making a sale, the salespeople have to mentally filter out the 'less desirable' folks and focus on those who are more likely to spend. They size you up by looking at what you wear, or the company you keep, and make a quick judgment.

They have to do this, because it is mentally exhausting to kiss ass 24/7 and smile at all people.

 

[extramarital]

I have a theory: to maximize the possibility of making a sale, the salespeople have to mentally filter out the 'less desirable' folks and focus on those who are more likely to spend. They size you up by looking at what you wear, or the company you keep, and make a quick judgment.

They have to do this, because it is mentally exhausting to kiss ass 24/7 and smile at all people.

Yes. That's part of their job I suppose.

But by being snobbish, many consumers will buy just to prove to the salespeople that they can afford it and it's wrong for them to be treated badly. With access to easy credit via credit cards, most people nowadays can buy luxury goods at a whim just to prove something. When a badly treated consumer doesn't buy, she will be seen as low class who cannot afford to buy the handbag and psychologically it is a very painful feeling for her. On the other hand, when she buys the salespeople earn their commission. Either way, the salespeople always win the psych war. Hence, the salespeople know the psychology of the typical aspirational consumer in order to boost sales.

When it comes to marketing luxury goods, the 80/20 principle also applies. That's 80% psychological perception, and 20% physical which is made of higher quality materials and better craftsmanship.

 

[extramarital]

Swiss Apologize to Oprah for Shopping Incident

[video=youtube;5ATBCT8sq9k]http://www.youtube.com/watch?v=5ATBCT8sq9k[/video]

 

[frenchbriefs]

No wonder singapore and temasick holdings is the biggest buyer of garbage in the world.just get mahatir to come slap LHL and shit on sinkies next thing we will be buying malaysian airlines and 1mbd.

 

[Mitch]

Sales is no easy job so you will be welcome if u can hit the quota

 

[jw5]

What about Pushy Salespeople? How do they fare?

 

[extramarital]

What about Pushy Salespeople? How do they fare?

Pushy salespeople will usually scare away the potential clients as their natural defensive mechanism will be activated. These type of salespeople will be seen as only interested in earning their fat commission as quickly as possible. This is reverse psychology at play.