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Testosterone, the male bad hormone, would increase men's addiction to brands and products perceived as prestigious, according to a study published Tuesday in Nature Communications.
" We demonstrate for the first time that testosterone directly modifies the preferences of consumers ," explains Gideon Nave of the Wharton School, a school of American trade in Philadelphia, co-author of the study
Researchers tested 243 men aged 18 to 55 years. Half of them had previously received a dose of testosterone, the others had a placebo.
The participants were then confronted with product duos of equivalent quality but of different brands . " The level of prestige of each mark had been previously measured by an independent survey of a sample of more than 600 men ," says the researcher.
The researchers found that "men who had received doses of testosterone showed a greater preference for products badociated with a higher social rank (like a luxury brand)," according to a statement from the European Institute of Business Administration ( Insead).
But no penchant was found for products badimilated to power .
For Gideon Nave, " possessing prestigious products is a strategy to signal his rank within human society ". The researcher parallels the tail of the peabad or the antlers. " This effect (of testosterone, Ed.) Is related to the behavior of animals, in which testosterone generally increases during the breeding season and promotes the sending of signals to partners or potential competitors ", notes the researcher.
According to the team, other studies must be carried out before generalizing these first results, the differences cultural being able to modify behaviors.
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