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Victoria's Secret shopping bag is not only used to transporting thongs and push-up bras, but women also love using it for storing lunch as well grocery. And now researchers have found why—because simply holding the makes women feel sexy.
The study is the work of Deborah Roedder John, a professor of marketing at the University of Minnesota's Carlson School of Management.
In one of four experiments, John and a colleague approached 85 women in a mall, asked them to fill out a survey, which was embedded with questions about their self-perception.
They then gave the women one of two shopping bags to walk around with for an hour.
One of the bags was from Victoria's Secret. The women in that group reported to the researchers that they felt more sensual and glamorous simply for the carrying.
Brands can influence people in other ways as well.
The study also noted the curious case of some M.B.A. students asked to take notes for six weeks using a pen embossed with the MIT logo.
Those who did reported feeling smarter at the end of the term.
"Many people are surprisingly receptive to brands," AOL News quoted John as saying.
Many, but not all, it turns out. The literature in which John based her own study shows that the world is divided into two kinds of people, who, despite such a grand distinction, are labeled with small and opaque terms.
Specifically, people are either "entity theorists" or "incremental theorists."
Entity theorists believe no action of their own can change who they are. They know their failings and their limitations.
Incremental theorists see no limits to what they might accomplish, see no end to how they might improve themselves.
The study will be published in December.
The study is the work of Deborah Roedder John, a professor of marketing at the University of Minnesota's Carlson School of Management.
In one of four experiments, John and a colleague approached 85 women in a mall, asked them to fill out a survey, which was embedded with questions about their self-perception.
They then gave the women one of two shopping bags to walk around with for an hour.
One of the bags was from Victoria's Secret. The women in that group reported to the researchers that they felt more sensual and glamorous simply for the carrying.
Brands can influence people in other ways as well.
The study also noted the curious case of some M.B.A. students asked to take notes for six weeks using a pen embossed with the MIT logo.
Those who did reported feeling smarter at the end of the term.
"Many people are surprisingly receptive to brands," AOL News quoted John as saying.
Many, but not all, it turns out. The literature in which John based her own study shows that the world is divided into two kinds of people, who, despite such a grand distinction, are labeled with small and opaque terms.
Specifically, people are either "entity theorists" or "incremental theorists."
Entity theorists believe no action of their own can change who they are. They know their failings and their limitations.
Incremental theorists see no limits to what they might accomplish, see no end to how they might improve themselves.
The study will be published in December.
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