consumer

BYU

The next time you go shopping for a big ticket item you might want put on your best pair of four inch heels. At least that's what BYU professors Jeffrey Larson and Darron Billeter recommend in their newly released study.

Larson and Billeter find that when a shopper, whether online or in person, has to think about balance they are more likely to weigh their options and go with a product in the middle of the price range.