According to a new study from the University of Minnesota, women feel sexier by merely putting a shopping bag from Victoria's Secret in their hand.

The researchers gave one group of women a Victoria's Secret bag and another group  just a plain pink bag. After both groups walked around the mall for an hour with their bag they were given a survey in which they rated themselves on various personality traits.

In turns out that the women who had been told to carry the Victoria's Secret bag rated themselves more feminine, more glamorous, and better-looking than the women in the other group.

Previous studies have also suggested that the personalities of brands can rub off on shoppers.