According to the study, called ‘Should the Devil Sell Prada? Retail Rejection Increases Aspiring Consumers’ Desire for the Brand’, which will be published in the October issue of the Journal of Consumer Research, staff with an obnoxious attitude makes shoppers want to spend more – as long as it’s luxury goods on offer. …

The participants were told to imagine that they were shopping at either a designer or high street clothes shop. Actors playing sales assistants were told to treat the participants with a welcoming or snooty attitude.

The results revealed that those participants treated with attitude said it made them want to purchase the designer goods more.

‘This only worked for brands and stores that customers would aspire to, truly luxury brands like Burberry or Gucci,’ said Professor Darren Dahl.