You're shopping for a printer, and there are three options: the no-name cheapo, the midpriced workhorse and the bells-and-whistles Bentley. Normally, you'd splurge, but not when you shop in high-heeled shoes. A study at Brigham Young University found that when shoppers have to make an effort to maintain their balance, they usually go the midpriced item
. It's a "crossover effect": The physical act (the effort to stay steady) influences mindset (attraction to the middle). Ergo, when shopping in Louboutins, one might not buy Louboutins.
Attention, online shoppers. Anything
you do that requires balance is financially moderating, the researchers report—including yoga, leaning back in a chair and standing on one foot.