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So think twice before buying this luxury watch.
Brands cement their advertising campaigns in a number of ways. Efficiency and quality can be a great slogan, although other factors are also used, such as the elegance or status that a product confers. What is driving us to decide? One study suggests that testosterone is a crucial factor in men.
Admittedly, there are cultural elements and typical social imaginaries, which push a group of people to turn to a product. However, there are still brands that do not offer much more than status, regardless of their quality. The study wanted to play a little with that and was adamant in mentioning, "The administration of testosterone in single doses, increases men's preference for badets that confer status."
For the above, experts from the Wharton School The ZRT laboratory of the Sorbonne University, among others, recruited 243 men aged 18 to 55 years. Half received a testosterone gel and the other half a placebo. Afterwards, they were asked how much they preferred a brand considered "elegant" (like Armani) to a brand of good quality, but not luxury (like The North Face). Volunteers who took testosterone gel were more likely to prefer the more elegant brands.
The study also considered an badessment test, where men were asked to rate certain objects, such as watches, and the results were as follows: same. This was mentioned in the document:
We find that the administration of testosterone increases men's preference for status marks, compared to quality marks.
In reality, this does not have many practical applications, more so that advertising companies can boast that their products are for men with certain characteristics, but raises an interesting topic: the world of hormones.
These substances are relevant in the decisions we make and also in our general health. In fact, they would also be extremely important in controlling our weight. From this we spoke a few days ago.
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