Surprise upgrades not always enjoyable for customers

Free, unexpected upgrades may not always be welcomed by customers, according to new research by the University of British Columbia.

The study found people are often embarrassed when they receive free upgrades in front of other customers and experience a social awkwardness.

Feelings of social awkwardness can lead to a decline in overall satisfaction, which can make people less likely to buy more goods, say researchers.

Read more at University of British Columbia