Rude sales people at luxury retailers actually boost sales, according to new research by SMU Cox School of Business Assistant Professor Morgan Ward.
Ward and a co-researcher discovered the surprising fact after studying the purchasing desires of customers treated rudely by sales people at up-scale stores. Continue reading
Tension between the novel and the familiar leads to interesting insights for marketers.
The research offers lessons in how actual behavior trumps media portrayals of consumers’ perennial desires for novelty. Continue reading