advertisement
28 August 2013

High heels can affect shopping decisions

Research found that having to focus on physical balance, e.g. when wearing high heels, tends to lead to more balanced buying decisions.

0

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.

Focusing on balance

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 decision.

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."

More information

This article from Psychology Today takes a look at impulse buying.

 
NEXT ON HEALTH24X

More:

WomanNews
advertisement

Read Health24’s Comments Policy

Comment on this story
0 comments
Comments have been closed for this article.

Live healthier

Dangerous winter sun »

Why female students ignore the risks of indoor tanning Can rooibos protect you from the effects of UVB exposure?

Skin cancer always a risk – even in winter

During winter, the risk of skin cancer doesn’t disappear. CyberDoc talks to us about when to see your doctor about a strange-looking mole or spot.

Did you know? »

The 5 saltiest foods may surprise you Craving salt? Your genes may be the reason

10 fascinating facts about salt

The one thing that fast foods, whether it be chips, hamburgers, pretzels or fried chicken have in common, is loads of salt.