If a salesperson shares a birthday or a birthplace with you, you're more likely to make a purchase and feel good about it, according to a new study in the Journal of Consumer Research.

The researchers concluded that revealing personal information helps service providers create connections and initiate conversations with customers. When information is provided on nametags (as Disney does with employees' hometowns) or on websites (as many health organizations and fitness centers do), most consumers react positively. However, when service providers exhibit negative behaviour, like rudeness, the shared similarity loses its positive influence.

Source:  Journal of Consumer Research