Human beings are wired to ‘read’ other humans. Our ability to discern a lot about someone within a short space of time has been the topic of much research, many books, discussions and debates. The human brain has to process a lot of information and loves to make shortcuts through pattern recognition.

Have you ever left a shop without buying anything because you felt they did not value you? 

I have asked this question of hundreds of people and a large number raise their hand. The crazy flip side is that people are equally enthusiastic in agreeing that they will pay more for good service. And the data backs this up.