Can a pair of $300 jeans boost your ego?

(ThinkStock photos)
(ThinkStock photos)

There are four ways to rationalize spending three figures on a pair of jeans.

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.

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.

Over the past five years, the $200 price-tag that once seemed exorbitant is now standard issue. Last year, J.Crew introduced a $300 pair, and with the rising cost of cotton, industry experts predict the numbers to keep going up. Already some consumers are comfortable with spending $2000 on Ralph Lauren jeans, but could the rest of us follow suit? Maybe, if our ego is bruised by a strategically demeaning test. But how likely is that?

It's not unlikely. The very nature of jeans shopping tests our patience and self-confidence. It's one of the only times when the clothing measurement is strictly based on waist size. No medium or large, but specific double digit numbers that we're only reminded of when we're shopping for jeans. Usually when you do find a pair that fits, it's too long. And after hours rotating out your options under the brutally honest dressing room lights, you're likely to pay any price for a pair that rights all the wrongs you've just experienced. All in all, it's a situation that begs for an ego boost. Coincidence or denim conspiracy?


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