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UNSW research has linked feeling beautiful to buying high-end goods.

New UNSW study reveals that feeling attractive changes the way we shop

A new study by UNSW Business school, Yale School of Management and Guanghua School of Management at Peking University reveals that feeling attractive while shopping changes consumer behaviour. 

According to senior lecturer in the School of Marketing at UNSW Business School and co-author of the study Veronica Zixi Jiang, a boost in self-perceived attractiveness helps consumers to make decisions.

"When consumers feel attractive they feel more confident about their decision making,” Jiang told Campus Review.

“By feeling attractive and confident while shopping, consumers move away from their default choice.

“Habitual decisions are often an easy way to shop, but if you make people feel more attractive they are more likely to try new things and buy the high end products,” she said.

Jiang joined Campus Review to shed light on how self-perceived attractiveness influences shopping behaviours.

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