A study led by The University of Manchester has proven for the first time a clear link between a cleavage enhancing bra and increased confidence – prompting the study lead, Professor Geoff Beattie, to call for a stop to ‘unnecessary boob jobs’.
The key objective of the ‘micro-analytic’ research was to discover if the adage of bigger cleavage giving a confidence boost, could be demonstrated.
Prof Geoff Beattie, Professor of Psychology in the School of Psychological Sciences at the university and a former Big Brother resident TV psychologist, led the world-first academic research.
A total of 60 recordings were made of female participants aged 20 to 55, filmed in three different interactions. Footage was compared of them wearing a push-up bra and wearing their own normal, everyday bra.
The research was independently commissioned by Gossard for its launch of the Super Egoboost bra, which has been two years in development.
Beattie said: “Society places a huge amount of pressure to look a certain way and this impacts on women’s perceptions of their own body image, ultimately affecting their confidence. For this study, I wasn’t interested in what women reported about how they felt wearing the different bras – this study was about the actual behaviours they displayed, subconscious indicators that can be much more revealing.”
Beattie analysed the three key micro-behaviours associated with confidence – smiling, eye contact and hand movements – and observed their frequency.
Smiling, which represents positive emotion and signals confidence, increased dramatically by 73 percent when the women were wearing a push up bra.
Averting gaze and breaking eye contact, normally associated with low confidence, decreased by 41 percent.
Self-comforting hand movements, such as stroking of the chin or wiping the forehand, which is a signpost to low self confidence, decreased by 64 percent during the trial.
Beattie added: “These results are very striking – the differences are much more pronounced than expected. It emphatically shows that wearing the cleavage-enhancing bra had a significant effect on non-verbal behaviours that are crucially associated with levels of self-confidence. And we know that confidence impacts on performance, both at work and in our personal lives.
“My hope is that this research might deter women from seeking more drastic solutions to improve their confidence, such as breast augmentation, because it proves for the first time that what women wear can positively affect their behaviour.”
Gossard head designer Stacey Lindsay said: “Gossard has been making lingerie for 110 years and we knew how stunning cleavage in a well designed, well-made bra can boost confidence and give our customers the feel-good factor – but it’s terrific to actually have the scientific seal of approval.
“We hope this research will prevent more women from having unnecessary plastic surgery to enhance their breasts, especially in light of the recent PIP implant scares. It just shows that you don’t have to go under the knife to achieve confidence-boosting killer cleavage”
The Egoboost is available in A to G cup, with an RRP of £34.The range will be significantly extended in March 2012, which will include a Super Egoboost in nude. The Super Egoboost delivers ‘killer cleavage’ via a two-stage boost, using Gossard’s new Launch Pad® technology to give a sidewards thrust, in addition to uplifting moulded cups.