-- Mary Elizabeth Dallas
TUESDAY, Aug. 27 (HealthDay News) -- The higher your heels, the
smarter the shopper you will be.
That's according to new research that found having to focus on
physical balance tends to lead to more balanced buying decisions.
Hitting the stores after a yoga class or riding an escalator can
also have the same spillover effect.
"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," study author Jeffrey Larson, a marketing professor at Brigham Young University, said in a university news release.
His team found that when consumers' minds are focused on staying
balanced, they are more likely to consider all of their buying
options and choose a mid-range product, as opposed to something
high-end or of low quality.
In conducting the study, the researchers set up several ways in
which physical balance was involved in consumers' shopping
experience. For instance, people leaned back on a chair while
shopping online, played a Wii Fit game while being questioned about
certain products, or stood on one foot while making a buying
The study, published in the current issue of the
Journal of Marketing Research, found people focused on
balancing were more likely to buy a 42-inch television for $450
than a bigger, more expensive model or a smaller, cheaper TV.
The researchers concluded that people should be aware of how
physical elements can influence the buying decisions they make.
"We need to sit back for a minute and consider, 'Is this really what I want, or are the shoes I'm wearing influencing my choice?'" study co-author Darron Billeter said in the news release. "We need to be more aware of what is influencing our choices."
This article from
Psychology Todaytakes a look at
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