Wearing high heels improves shopping decisions

posted in: Blog, Boots, Elegant, Everyday, News | 2
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Photo Illustration by Jaren Wilkey/BYU
Photo Illustration by Jaren Wilkey/BYU

Going shopping and feeling a bit concerned for the well-being of your bank account? Put on a pair of high heels. They can help you make better decisions.

At least that’s what the results from a research from Brigham Young University are suggesting. The University found out that wearing high heels while shopping helps making better financial decisions.

The study says that when wearing high heels the person is experiencing a heightened sense of balance. While the reason for that is to keep you on your heels, it seems to have a nifty side effect. If makes you weigh the options a bit more and take a more balanced decision.

This means that you won’t buy the most expensive product, but you won’t get the cheap one either. You will instead find or keep seeking the one that is in-between.

“If you’re someone who tends to overspend, or you’re kind of an extreme person, then maybe you ought to consider shopping in high heels,” said study author Jeffrey Larson, a BYU marketing professor.

For example if you’re buying a TV, it’s more likely to go with the 42-inch TV for $450 rather than the $300 32-inch set or the 50-inch screen for $650, the authors of the study say. The most important takeaway from their study is that people should be aware of how physical forces can change the way we think about things.

It seems there’s a connection between physical sensations and decision making. For the purposes of the study, the researchers have also asked the participants to stand on one foot  while considering which printer to buy, play Wii Fit while answering questions about product choices and simply leaning back on the chair while shopping online.

It seems riding up and down on the escalator and going shopping immediately after a Yoga class are also an alternative to shopping while wearing high heels. While this may be so, if you wear heels, you will not only make better decisions, but you will also look great. We know we have made our choice.

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2 Responses

  1. […] all starts with the shopping. It is best to shop for high heels at the late afternoon or during the evening. The reason is that […]

  2. […] research from Brigham Young University says that the effort required to maintain balance on high heels has a moderating effect on spending […]