A new study from Brigham Young University found women who wore heels while shopping made more balanced decisions.
The research found having to focus on physical balance tends to lead to more balanced buying decisions.
“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.
The study 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.
Researchers did a few things to conduct this study: people leaned back on a chair while shopping online, stood on one foot while purchasing something, and played a Wii Fit game while being questioned about certain products.
“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.”
The study is published in the Journal of Marketing Research.