Testosterone pushes men to buy "premium" products – Infofueguina

Testosterone, the bad hormone found in humans, would increase men's propensity for brands and products considered "premium", according to a study recently published in Nature Communication.

"We demonstrated for the first time" Testosterone directly modifies consumer preferences, "said study co-author Gideon Nave of the Wharton School, a Philadelphia school. [19659002] The researchers tested 243 men aged 18 to 55. 50% of them had already received a dose of testosterone and the others a placebo.

Then they were presented with different quality products

"The prestige level of each brand was previously measured by an independent survey among a sample of more than 600 men," said the researcher.

Scientists confirmed that "the men who had received doses of testosterone showed a greater preference for products badociated with a higher social level ".", as a premium brand, according to a statement from the European Institute of & # 39; business administration. However, no tilting was noted for power related products

. For Gideon Nave, "owning prestigious products is a strategy to show their rank in human society."

The researcher makes a parallelism with the tail of the peabad or the horns of the deer. The effect of testosterone "resembles the behavior of animals, in which testosterone usually increases during the breeding season and promotes the sending of signals to potential partners or competitors," says the professional window. fbAsyncInit = function () {
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