Who knew your Jimmy Choo’s could help you shop smarter?

Oh but it does, say researchers at BYU, who discovered that a “heightened sense of balance” helped buyers make more sensible 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,” said study author Jeffrey Larson, a BYU marketing professor.

Larson and BYU coauthor Darron Billeter have discovered that most anything that forces your mind to focus on balance affects your shopping choices as well.

In the example of the TV, balancing consumers are 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 study is part of an emerging area of research that examines the relationship between physical sensations and decision making. Previous studies have looked at the role of warmth, weight and hunger.

[Source]

I wonder the the effect is when you’re in heels, shopping for heels.