Testosterone pushes men to luxury brands

The sex hormone, it turns out, is a major influencer of male consumer behaviour, according to a study published in the journal Nature Communications.

Published: 03rd July 2018 10:50 PM  |   Last Updated: 03rd July 2018 10:50 PM   |  A+A-

A Gucci sign is seen outside a shop in Paris. (File | Reuters)

PARIS: A single dose of testosterone steers men towards luxury brands of cars, watches, pens, or clothes which, like stag anglers and peacock tails, signal "status" to the female gender, scientists said Tuesday.

The sex hormone, it turns out, is a major influencer of male consumer behaviour, according to a study published in the journal Nature Communications.

"This is likely because testosterone plays a role in behaviours that relate to social rank (in animals), and owning status products is a strategy to signal one's rank within human social hierarchies," study co-author Gideon Nave of the University of Pennsylvania told AFP.

Studies have already established that humans use consumer goods to exhibit social status. But the role of hormones was unknown.

Nave and a team recruited 243 men aged 18 to 55 for a trial. Some were given a dose of testosterone, applied to the skin in gel form, while others received a placebo or "dummy" dose.

They were then asked to choose between two products -- of similar quality but one boasting a trademark considered high status -- a judgement determined in a previous survey of over 600 men.

"We found that the men who received testosterone showed greater preference towards the high-status brands," said Nave.

The effect, he added, "is akin to the behaviour of non-human animals, where testosterone typically rises during the breeding season and promotes the display of traits that signal the organism's fitness to potential competitors and mates," he added.

Do the findings imply that women have a preference for men who drive a Ferrari or wear a Rolex?

"The use of brands to signal status does not necessarily have to 'work', it's enough that the men believe that it works," said Nave.

The team noted that the products associated with status would differ between cultures.

Stay up to date on all the latest Fashion news with The New Indian Express App. Download now
(Get the news that matters from New Indian Express on WhatsApp. Click this link and hit 'Click to Subscribe'. Follow the instructions after that.)

Comments

Disclaimer : We respect your thoughts and views! But we need to be judicious while moderating your comments. All the comments will be moderated by the newindianexpress.com editorial. Abstain from posting comments that are obscene, defamatory or inflammatory, and do not indulge in personal attacks. Try to avoid outside hyperlinks inside the comment. Help us delete comments that do not follow these guidelines.

The views expressed in comments published on newindianexpress.com are those of the comment writers alone. They do not represent the views or opinions of newindianexpress.com or its staff, nor do they represent the views or opinions of The New Indian Express Group, or any entity of, or affiliated with, The New Indian Express Group. newindianexpress.com reserves the right to take any or all comments down at any time.

flipboard facebook twitter whatsapp