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Testosterone, a male bad hormone, would increase men's predisposition to brands and products considered prestigious – says a study published today in Nature Communication.
"We demonstrated, for the first time, that testosterone directly alters consumer preferences," said AFP co-author of the Gideon Nave study at the Wharton School of Medicine. University of Pennsylvania
Researchers tested 243 men aged 18 to 55 years. Half of them have already received one dose of testosterone, and the other one placebo
Then, pairs of products of equivalent quality, but of different brands were presented.
"The prestige level of each brand had been previously measured by an independent survey of a sample of more than 600 men."
Scientists found that "men who had received testosterone doses showed higher preference for products badociated with a higher social level ", as a luxury brand, according to a statement from the European Institute of Business Administration. However, he was not inclined to favor power-related products
. For Gideon Nave, "owning prestige products is a strategy to show your position in human society". The "testosterone effect" resembles the behavior of animals, in which testosterone usually increases during the breeding season and promotes the sending of testosterone signals to members, or potential competitors, "says the researcher [19659002] According to the team, further studies need to be done before the generalization of these results, since cultural differences can change behavior.
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