People complain all the time about a terrible shopping experience because of a rude sales staff. However, these same whiners end up going back and shopping for more. There might actually be a scientific reason for this, and the University of British Columbia’s Sauder School of Business might have found it. According to research, when it comes to luxury brands, the ruder the sales staff the better the sales.

“It appears that snobbiness might actually be a qualification worth considering for luxury brands like Louis Vuitton or Gucci,” said Sauder Marketing Prof. Darren Dahl. The reason behind this phenomena is the same reason that it creates “a similar effect to an ‘in-group’ in high school that others aspire to join.”

It might not only be just limited to luxury brands. For years now customers have been complaining about Supreme’s rude service, for instance, but the skateshop’s profile continues to get bigger and sales continue to increase. Maybe unbeknownst to them, the staff might have been doing something right with their rude attitude.

[via UBC]