Why men prefer 'prestige' brands for their hormones, according to a study – Vida Actual – Latest news from Uruguay and the world updated

"We demonstrated for the first time that testosterone directly alters consumer preferences," AFP co-authored the study, Gideon Nave, of the Wharton School, a Philadelphia Business School. in 243 men aged 18 to 55 years. 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 prestige level of each brand had previously been measured by an independent survey of a sample of over 600 men," says the researcher.

Scientists have found that "men who have been given doses of testosterone as a luxury brand, according to a statement from the European Institute of Business Administration." However, no inclination n? has been noted for products related to power

.For Gideon Nave, "possessing prestigious products is a strategy to show their rank in human society." The researcher draws 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 usually increases during the breeding season and promotes the sending of signals to potential partners or competitors," says the researcher.

team, further studies must be carried out before generalizing these first results, since cultural differences could modify behaviors.