The Swedish consumer electronic industry has recently experienced an increasingly intensive price war. The price war has forced some operators in the business to declare bankruptcy, as the only way to compete has been by driving down prices. A challenge that retail chains in the consumer electronics industry is facing is to increase their margins. If store personnel can success with Upselling, the companies will increase their profits. The purpose of this paper is to examine if the sales people in the consumer electronic industry can influence the customer to buy a more expensive product and what the effects the Upselling has on the customers' attitudes.