By Joe Mathieu, WBZ NewsRadio 1030

BOSTON (CBS) – This is a story about the worst side of human nature.

Picture yourself on Newbury Street.

You walk into a high-end store or boutique and immediately catch a look from a sales person that makes you feel just a little bit smaller.

You start second-guessing yourself.

Then the conversation. A clerk makes it clear that you’re inferior and the more rude they get, the more you just want to pull out that wallet and buy something expensive.

You’ve seen this movie before and apparently you’re not alone.

The study, by researchers at the University of British Columbia, is reportedly titled “Should the Devil Sell Prada?” and it confirms the scenario I just described.

“Retail Rejection” as they call it actually makes people want to spend more.

This was found in stores with rude staff and the most expensive luxury brands, but was not seen in more common places where sales people were pleasant and items were not expensive.

Researchers say it indeed comes down to human nature. A marketing expert who led the study says we just want to be accepted. And whether we’re shopping for shoes, cars or a bottle of wine, we won’t allow those rude sales people to think we are somehow below them.

We want to be in the clique.

In other words, nothing has changed since high school.

Follow Joe on Twitter @joemathieuwbz



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