Don't shop with hot friends, and other lessons

People dont want to see hotter people wearing the same styles they have deigned to slip into during a shopping trip.

By ELLE UK and NonePublished: 12 August 2011

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At least, thats the conclusion drawn by authors of a new study published by the Journal of Consumer Research.

The researchers found that a consumer with low body esteem may be less likely to buy an item she has tried on if she spots someone she considers better-lookinganother shopper or a salesperson, perhapswearing the same piece.

The key seems to be the trying-on. The studys authors wrote:

For example, when a low body esteem consumer sees a dress on another consumer in the store but is not trying it on herself, she might think to herself, That dress is really cute and stylish! Similarly, if a low body esteem consumer tries on a dress in a store but does not see any other consumers wearing the same dress, she might think to herself, This dress is really cute and stylish on me! However, if she sees a dress on an attractive consumer in the store and is trying on the same dress herself, as she looks in the mirror she now thinks to herself, That dress is really cute and stylish on me, but compared to her, I look terrible!

The problem lies in the comparison. The researchers suggested that stores could limit the phenomenon by ensuring that shoppers dont have to come out of fitting rooms to use a shared mirror (yeah, we hate that!), and by not requiring employees to wear brand products.

Could this be a function of most womens disdain for showing up to a party wearing the same dress as another guest? Or just plain body envy? Frankly, were usually so intent on sealing the deal and escaping from hot, stuffy fitting rooms that we dont notice anyone else's presence... what about you?

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