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An unprecedented experience
Researchers Americans, whose name is unknown, have decided to highlight the fact that testosterone may be related to our relationship with luxury, especially among men Testosterone is the main male bad hormone and the "original" anabolic steroid In humans, testosterone plays a key role in health and well-being.
243 men were invited to a lab experiment and initially had a gel on their skin For half of them, it contained a male hormone Testosterone, the rest of the time it was a placebo. The experiment was conducted at a time when the circulation of the hormone in the body was reaching its peak. Placed in front of several objects, they had to choose their favorite.
The man is a wolf for the man
Results? The researchers found that " men who had received testosterone doses showed a greater preference for products badociated with a higher social rank (such as a luxury brand)" according to a statement from the European Institute of Business Administration (Insead)
For Gideon Nave, researcher, " possessing prestigious products is a strategy for signaling one's rank within human society ". The researcher parallels the tail of the peabad or the antlers. " This effect (note, testosterone) is akin to the behavior of animals, in which testosterone generally increases during the breeding season and promotes the sending of signals to potential partners or competitors" notes Gideon Nave
" In the animal kingdom, testosterone promotes aggression. Here, physical aggression is replaced by a consumerist equivalent e, "explains Colin Camerer, professor of behavioral economics.
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