'Karate Kid,' high heels and hidden influences on your buying
Try imitating an iconic scene from the 1984 movie "The Karate Kid" where Daniel stands in a perfect "Crane Stance" — one leg off the ground, two hands held high above his head, perfectly balanced and ready to deliver a kick from which there is no defense.
Now go shopping.
If a new study by BYU professors Jeff Larson and Darron Billeter is correct, just trying to do the difficult balancing act of the one-leg Crane Stance is enough to influence what you will buy.
The study , in the current issue of the Journal of Marketing Research, says thoughts about balance push people to make more balanced choices in the products they buy. For example, given the three choices of buying a 50-inch television for $650, a $450 42-inch TV or a $300 32-inch TV, a person who has been primed to think about balance would be influenced to choose the 42-inch set. That middle choice, the one that balances out the cost and features, is the type of compromise that comes from thinking about balance.