The Devil Sells Prada… and burns the customer!

matchHow rude can you go? Will nasty open your wallet?

Should the Devil Sell Prada? Retail Rejection Increases Aspiring Consumers’ Desire for the Brand, is a new study that will appear in the October 2014 Journal of Consumer Research. The study (co-authored by Dr. Darren Dahl, a marketing professor at the Sauder School of Business and Prof. Morgan Ward of the Cox School of Business) found customers who receive poor treatment from sales associates in a luxury retail environment are more likely to make a purchase.

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