Omy I definitely felt the same way some of you do, until my friend introduced me to bras by Poison Lingerie. I'm a small 32A and it gives me cleavage! She's the same size as me and that's why she told me about it. You should really check it out if you feel you need a boost. I have to admit the article's right; it's a confidence booster whether we'd like to admit it or not.

I'm happy that there's a 'no bra' option. I mean, think about it guys, would you really enjoy having some cheap, tight, shoulder-cutting material wrapped around you? It's like wearing a condom three sizes too small, for goodness' sake!
I miss those days as a little kid, never having to worry about any of it. Ha ha.

I vote NO BRA bc I don't have enough fat to even wear a push up bra :( I suppose that breast aug. surgery will give me that extra confidence boost. Thanks for putting me down researchers

again, us guys are left out and forced to suffer in silence without support.

Of course women feel more confident when they have a push up bra on, for so many reasons!
1. A woman will always get attention of men (which is not their fault- they are just programmed to noticed boobs!)
2. A woman feels more womanly- like she has more curves- which is always going to increase her confidence- as point 1. will also help in this
3. Why not push them up? We live in a society where big boobs=sexy, even small boobs pushed up is sexy!
Women should do whatever it takes to make them feel confident and proud of being a woman, if that means pushing up their boobs- then so be it!!

Fiona,
Discover your next favorite bra
www.brayola.com

Dress, appearance, environment, mental condition or state, economic status, education, personal fashion or style- all these provide confidence. Now the push up bra is a new addition to the confidence factor. Its a new research finding or a new business campaign for any new bra company?
However, the research topic is attractive.

thank you for the link

Push em up, push em up....WAAAAY UP! I vote to push up rather than artificially pump em up like a Foster Farms chicken. Cluck cluck! I'm free range, b*tches!

Nothing is worst than seeing hanging, saggy breast

Back when these human traits were being developed, 40-35,000 bce, the woman whose mate wrapped her in mammoth had a higher status than the woman whose mate wrapped her in rabbit skins, for several reasons. The formost reason, is that the greater availability of protein and calories in the mammoth diet led naturally to the developement of a full bodied class of elite women with massive mammary glands, while the average women, provided low calorie rabbit for food and clothing, without the protein and fat of the mammoth, tended to be undeveloped and scrawny. Thus you can see the beginning of a class/status division based on breast development. Another factor increasing this division in status was the amount of time a woman would have to spend turning rabbits skins into clothing, endless hours of scraping the skins, soaking them in urine, , smoking the leather side, then stitching, stitching, all for one little cocktail dress. While the women provided with mammoth took one hide, scraped it, p'd on it, smoked it and tied it on, voila, an entire winter ensemble in mere days. Mammoth women were well endowed women of refinement and leisure time, hence the high status.

So it is stating the obvious to say that women who have a sufficiency of breast to push up or pull down or wabble from side to side feel more confident, it is a matter of subconscious status fulfillment. You could say, it is in their jeans. Mammoth anyone?

I fit women for bras for a living (and have done so for a good portion of my adult life), it's not necessarily about a push-up so much as finding what makes you feel great, both physically and psychologically. When you've got a good fit, you look good and feel good, if a little padding makes that happen, great, if going au naturale does it instead, that is great too, same goes for augmentation . . . it is about each woman owning her body and doing what makes her feel great inside and out. As a society we teach women that they need to fit a certain mold, or in this case, cup size to feel great, time to rethink it ladies . . . do what works for you, what makes you look and feel like your best you. Selling bras may not be glamorous, but every time I can send a woman out of my fitting room feeling comfortable and confident, it makes me feel great too.

I like my push up bras....for days when the girls need a little lift.
I'd never consider a boob job.

+1 for push-up bras!!