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.
Bonus: 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.
