The latest luxurious news of today is that men all over the world are tempted to buy luxury lifestyle brands because of male sex hormones as opposed to money. This has been suggested by research from the University of Pennsylvania.
How testosterone is a deciding factor in buying consumer products
A study says that male sex hormone—testosterone influences men to buy products from luxury brands. This is quite the latest luxurious news today.
It is evident even without the study that men own status products to signal their high rank in social hierarchies. Men obviously want to become more admirable for the opposite sex.
Even a little portion of testosterone directs men towards luxury brands. Be it cars, pens, watches, or clothes, the status attached to those helps men garner attention from the female gender. Hence, the male sex hormone, testosterone is a significant factor in driving male consumer behaviour. This is because, in animals, testosterone plays a significant role in behaviours related to social rank.
Owning a luxury lifestyle and lavishness is a strategy of men to signal one’s position in human social hierarchies.
The research by the University of Pennsylvania
Many studies have already suggested that humans use consumer goods to display their social status. But in the studies done in the past, the role of hormones was not known. In the University of Pennsylvania research, the team recruited 243 men, who were in the age range of 18 to 55 years. While some were given a testosterone dose in the form of a gel, others received a placebo dose. After giving the doses, the men were asked to choose between two products of similar quality but a different perceived status symbol.
While one of the products boasted a trademark of high brand status, other was a standard household product. The brand status judgement was also decided from a previous survey carried out on men. The researchers found that the men with testosterone dose displayed greater interest towards high-status brands.
The effect of testosterone on human males is similar to non-human animal behaviour. In animals, testosterone level typically rises during the breeding time. The testosterone promotes the showcase of traits signalling the organism’s fitness to potential mates and competitors.
The findings of the research do not imply that women prefer men who wear a Rolex or drive a Porche. The use of brands to show status does not typically have to work. The fact that men believe it works is enough. Also, the products associated with status have different impacts for different cultures.
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