High heels lead to low spending

By Emily Miller • Published: November 28th, 2013
Category: Health in a Heartbeat

Walk into the mall on Black Friday with your best foot forward. Just make sure that foot is in a high heel.

Black Friday is all about the savings, and this year there’s a new way to save big. Leave your sneakers and flip-flops at home, and strap on your highest heels. Researchers have found that wearing high heels can actually curb your spending by giving you a heightened sense of balance.

Brigham Young University conducted six experiments, asking participants to perform tasks like leaning back on a chair while shopping online and standing on one foot while considering which printer to purchase. The study’s authors found that consumers experiencing a heightened sense of balance were more likely to weigh the options and go with a product that falls in the middle of the high-end, low-end scale. For example, consumers who balanced while shopping were more likely to opt for the 42-inch TV for $450 rather than the cheaper $300 32-inch set or the costlier 50-inch screen for $650.

The study, which appeared in the Journal of Marketing Research, is part of an emerging area of research that examines the relationship between the physical sensations we feel and the decisions we make. According to the BYU study, the researchers say people should be aware of how physical forces can change the way they think about things.

If heels are not your thing, don’t worry. The scientists say that most anything that forces your mind to focus on balance affects your shopping choices as well. Try riding up and down the escalator or shopping immediately following a yoga class.

So, this Thanksgiving add high heels to your list of things to be thankful for. After all, these fashionable footwear could be the secret to successful saving.