Going shoe shopping really is good for the fairer sex, for a new study has found that buying a pair of high heels makes a woman's heart beat as fast as if she has just had a grueling workout.
Dr Linda Papadopoulos, a TV psychologist, carried out her study on a group of 35 women and found that trying on a pair of heels makes a woman's pulse rate nearly double - to 120 beats per minute.
And, this is not just a one off thing, for the phenomena occurs every time a girl straps on a pair of shoes she's just dying to buy.
Dr Papadopoulos says that shoes increase a woman's heartbeat because they bring out a 'socializing and nurturing instinct'.
"Shoes have a particular draw to women as they are emotionally evocative items to them and they bring out women's socializing and nurturing instincts," the Mirror quoted her, as saying.
Dr Papadopoulos conducted the study on behalf of shoe chain Brantano.