There are four ways to rationalize spending three figures on a pair of jeans.(ThinkStock photos)
1) They'll last forever 2) I'll wear them all the time 3) They make my butt look awesome 4) That's how much jeans cost
But the real reason for the purchase may be totally irrational: it's nursing our bruised ego. According to a new study, we spend more when we feel bad about ourselves. And this is particularly true in the wold of denim.
Related Link: Tips for denim and how to wear it
Two psychology researchers at Cornell tested their self-esteem retail theory on 150 college students. Half were given a low score on a fake IQ test. The other half were given an above average score. Later subjects were asked to consider buying a pair of designer jeans. Those who scored low on the IQ test were willing to spend 30 percent more on jeans than people who got a high score.
"Luxury items are especially effective at reassuring us of our value," deduced the researchers in their published study. They go on to apply the theory to the credit crisis, but lets stay on the topic of jeans.
Can a pair of $300 jeans boost your ego?
