"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 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.
For their study, appearing in the the Journal of Marketing Research, researchers set up experiments where balance was introduced to the consumer experience, including leaning back on a chair while shopping on-line, playing a Wii Fit game while simultaneously answering questions about product choices and standing on one foot while considering which printer to purchase.