Your clothes influence how you think and feel.

I never cease to be amazed at the myriad of tiny things that can influence our personal psychology. 

Like my recent finding that women who wear jeans are more likely to be depressed.

Or the finding that women do worse on a maths test when wearing a bikini. No kidding.

Or that sports teams who wear black behave more aggressively.

Or that wearing a lab coat makes you more conscientious.

The clothes you wear have the power, literally, to change your mood or change your mind. 

That’s pretty amazing if you ask me. Psychologists even have a name for this, they call it enclothed cogition. It all goes to show that we should think very carefully about what we pull out of the wardrobe in the morning.

Sad? Jeans can be a giveaway. Photo credit Daily Mirror.

I asked 100 women what they wore when feeling depressed. More than half of them said jeans (that’s almost double the number who would wear jeans when feeling happy).

Also 57% of the women said they would wear a baggy top when depressed, yet a mere 2% would wear one when feeling happy.

The women also revealed they would be ten times more likely to put on a favourite dress when happy (62%) than when depressed (6%).

Accessories can make a difference too. My study found that:

·      Twice as many women said they would wear a hat when happy than when depressed.

·      Five times as many women said they would wear their favourite shoes when happy (31%) than when depressed (6%).

It seems that ‘happy’ clothes - ones that make women feel good - are well-cut, figure enhancing, and made from bright and beautiful fabrics. The opposite of most jeans in fact.

Since clothes can exert an influence over our psychological processes pulling on a pair of jeans and a baggy top because you’re feeling a bit low could actually make you feel more depressed.  

So the recipe for happiness? 

Well, as we say in our behavioural change work, it helps to act the opposite of how you feel. To do something different. 

So if you're a bit blue, put on a happy dress!

More on the psychology of shopping and tricks to make you spend...

Salesperson: "Date of birth?"

You: "23^rd March 1972"

Salesperson: "That’s amazing, that's my birthday too!"

A mere coincidence? Or a trick to make you spend?

A new study just published in the Journal of Consumer Research shows that when you share something, such as a birthday, with a salesperson you are more likely to buy from them and to  feel good about it.

The researchers found that when people found they had the same a birthday as a personal trainer they were more likely to purchase a gym membership. 

This is just another example of the unconscious psychological forces that are shaping every financial decision we make.  

It’s all down to our human need for connectedness which is so powerful that  even an incidental similarity (the same birthday, name or a shared place of birth) makes us more favourably disposed towards another person.

Perceived similarity makes us feel connected.

This need for connectedness extends to touch too. Earlier studies found that if a waitress or waiter gently touched a customer on the arm when handing over the bill, they would receive a larger tip.

I suspect that compliments work in the same way.  Shopping in London last week I was twice complimented by the sales assistant as I was paying for goods. One loved my rings, another said my glasses were cool. Of course, I left the shop in a positive frame of mind, but were their compliments a clever ploy to make sure I did?

Here's your purchase, with a whopping compliment thrown in... 

In the previous post some other tricks were highlighted. 

• Many people pop into a shop for a pint of milk only to find it’s right at the back and they have to pass racks of other tempting goodies to get there. 
• Cosmetic aisles are secluded so that women have time and space to read the labels. 
• Men’s changing rooms are easier to find because retailers know men are very likely to buy once they’ve tried.

In an earlier post I highlighted some more design tricks aimed at seducing us into spending.

• The absence of clocks in shopping centres so you lose track of time. 
• Confusing layouts so you get lost and wander into temptation territory. 
• Mirrors to slow you down. 
• Birdsong and waterfalls to slow your heart rate.

With all these wily ways it’s amazing anyone ever gets out of a shopping centre with their finances intact. Short of being mugged, it’s a sure-fire way of being fleeced. 

So next time you think you’re in control, remind yourself of some of these tricks and be on your guard!

Do you hate asking for money?

Why are women so rubbish when it comes to asking for money?

Bill Morrow (the inspiration behind angels den) told me recently that when entrepreneurs have to pitch to investors, the women rarely ask for ­enough money.

This led me to thinking about the psychology behind asking for money. The very thought of it makes many women cringe with embarrassment. Even if we don’t grovel to someone clutching a begging bowl, the simple fact that they have the money we need shifts all the power their way.

The truth is, shrinking Violet won’t drive a hard pay bargain for fear of upsetting people.

Women are socialised to be people pleasers; we put the feelings of others before our own needs. Men are likely to see the financial benefits as worth a few moments of discomfort.

I’d love to get to the bottom of this sex difference.

Please help me by taking part in a short survey.

It’s just 7 quick questions and there’s a chance to win a £25 Amazon voucher.

Click here to take part.

Also don’t forget Sheconomics tip sheet number 2 - How to Ask for Money – can be found on our website.