According to an article scheduled for publication this October in the Journal of Consumer Research, you’re more likely to buy expensive goods in an environment where snobby sales staffers make you feel not well off enough to do so.
Based on the results of four online surveys, article authors Morgan Ward of Southern Methodist University and Darren Dahl of the Sauder School of Business made the following conclusions about the role of rejection in the buying experience:
1. Rejection makes people want to buy luxury goods, but has little effect on consumers of more affordable brands.
2. Rejection is stronger when salespeople convincingly embody luxury brands.
3. Rejection works better on buyers who have a strong desire for a particular luxury brand.
4. Rejection works best in the short term, but may alienate customers in the long run.
Says Dahl, “Our study shows you’ve got to be the right kind of snob in the right kind of store for the effect to work.”
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