High Heels Shopping (IMAGE) Brigham Young University Caption New BYU marketing research shows that shoppers who are concentrating on the physical experience of balance -- such as wearing high heels -- think differently when they shop. Credit Jaren S. Wilkey/BYU Photo Usage Restrictions None License Licensed content Disclaimer: AAAS and EurekAlert! are not responsible for the accuracy of news releases posted to EurekAlert! by contributing institutions or for the use of any information through the EurekAlert system.