An increased awareness of balance and posture helps consumers “weigh options” and make more sensible purchases, according to a new study by Marriott School of Management professors Jeffrey Larson and Darron Billeter.
“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,” Larsen says in a press release on BYU’s website.
The study, which will run in the current issue of the Journal of Marketing Research , explores how physical sensations affect decision-making.
The researchers tracked the buying habits of various subjects who were forced to focus on balancing, either because they had just left a yoga class or because they had been walking in high heels, and compared those results to shoppers less aware of their center of gravity.
“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?’ ” Billeter said in the press release. “We need to be more aware of what is influencing our choices.