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You know how wearing sexy lady underthings can make you feel hot? You can get the same high without panty lines -- just carry a Victoria's Secret shopping bag instead.

A study in the Journal of Consumer Research found that women who walked around a mall holding a Victoria's Secret bag for an hour felt more feminine, glamorous and attractive than those who just carried around a sad, brand-less pink bag.

This goes back to the idea that some brands (like Cartier, Harley-Davidson, Nike and Ferrari) have such appealing associations that consumers feel the brand's personality will rub off on them if they use their products, even for a short time (also known as "being delusional").

In addition, the authors, from the University of Michigan, found that some people felt more intelligent and more like leaders when carrying a pen with an MIT logo (even when led to believe they'd just flunked a math test).

Finally, an alternative to liquor that makes us feel like gorgeous geniuses.