Sometimes people can be unnecessarily rude. It probably isn't anything personal, but it makes you feel bad and can ruin an otherwise perfectly good day. The question is how to handle it.
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Try to tune out the rude people. If someone made a comment that offended you then just ignore it. Other people's opinion should not matter to you anyway.
Speak to the person that was rude to you in a friendly way. For example, if someone keeps bumping in to you with a shopping cart in the grocery line just ask them as politely as possible if they could please back up because they keep hitting you. Make sure to smile.
Use the person's name and smile. If your coworker is treating you in a manner that you feel is rude then smile, say her name and explain to her what she did that you felt was rude.
Talk to your boss about the rude person if the situation is occurring at work. Bring it up in a civil way and make sure that you are not coming across whiny. If possible, try to help come up with a solution to the matter.
Walk away. If it is a stranger on the street or a colleague at work that is being rude, it is best to just walk away. There are times when you may just say something you will regret later on.