The effects of testosterone when you buy

The testosterone male bad hormone, would increase the propensity of men by brands and products considered as of prestige according to a published study in this Tuesday in Nature Communication.

"We demonstrated for the first time that testosterone directly alters consumer preferences," says study co-author Gideon Nave of the Wharton School, a Philadelphia business school. performed tests on 243 men between 18 and 55 years of age . Half of them had already received a dose of testosterone and the others, a placebo.

They were then presented with pairs of products of equivalent quality but of different brands. "The level of prestige of each mark had already been measured by an independent survey of a sample of more than 600 men," says the researcher

. men who had received doses of testosterone showed a greater preference for products badociated with a higher social level ", as a luxury brand, according to a statement from the European Institute of Administration However, no inclination has been noted for power-related products

For Gideon Nave, "possessing prestigious products is a strategy for showing their rank in human society." The researcher traces a parallel with the tail of the peabad or the horns of the deer.The effect of testosterone " resembles the behavior of animals in which testosterone generally increases during the breeding season and promotes the shipment signals to potential partners or competitors ", says the researcher.

According to the team, further studies must be carried out before generalizing these first results. results since cultural differences could change behavior.