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Shopping in Heels Helps Curb Overspending

Update Date: Aug 26, 2013 11:07 AM EDT

Shopping in heels could stop people from overspending, according to a new study.

Researchers found that consumers who experienced a heightened sense of balance were more likely to consider all the options and go with a product that falls in the middle of the high-end, low-end scale.

"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," study author Jeffrey Larson, a Brigham Young University marketing professor, said in a news release.

Researchers said people who want to control their spending can also ride up and down the escalator, play a few games using the Wii Fit, stand on one foot or go for a yoga class.

In an experiment, researchers found that balancing consumers were 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 latest study is part of a growing body of research that examines the relationship between physical sensations and decision-making. Previous studies have looked at the relationships between shopping and warmth, weight and hunger.

In light of the latest findings, researchers say people should be aware of how physical forces can change the way we make decisions.

"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?'" coauthor Darron Billeter said in a news release. "We need to be more aware of what is influencing our choices."

The findings are published in the Journal of Marketing Research.

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