BYU Research Indicates Women in High Heels May Make Smarter Buying Choices

A new study by researchers at Brigham Young University in Provo, Utah, finds that women who experience a heightened awareness of balance, such as when they wear high heels, make different buying decision than other women. The researchers found that shoppers who are dealing with balance issues with their physical body are more likely to consider options and choose a product that is moderately priced. The authors tested their theory by having buyers lean back in their chairs while making online purchases and standing on one foot while considering what product to buy.

“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,” says Jeffery Lawson, a professor of marketing at Brigham Young and coauthor of the study.

The research was publishing in the Journal of Marketing Research.