Higher levels of testosterone apparently lead men to luxury goods

A new study published this week by a collaboration of very serious academic institutions has come to a conclusion that is both trivial and amusing: it has been shown that higher levels of testosterone in men stimulate a preference for luxury products. Written by researchers at Caltech, the Wharton School, INSEAD, ZRT Laboratory and the Sorbonne, this study suggests that there is a measurable causal relationship between testosterone hormone and desire from a person to obtain more prestigious brands and products

Thought that you liked the Bugatti Chiron because of its performance numbers from another world, its opulent materials, or its striking looks, think again. Obviously, you are simply responding to your masculine need for exclusivity and superiority. "At our closest relatives, males spend a lot of time and struggle energetically to establish their dominance," says Colin Camerer, co-author of the study, in a press release and "we do it too, but our weapons are what we wear. and live in rather than claws, fists, and muscles. "

Testosterone has often been linked to aggression and being concerned about status, and previous studies have suggested a similar link.For this study, researchers recruited 243 men between the ages of 18 and 55 years. Half of them received a testosterone gel and the other half received a placebo.Then everyone was asked how much they preferred a more chic brand (like Armani) compared to a decent quality brand that was not luxury (like North Face) .Volunteers who had taken testosterone gel were more likely to prefer more sophisticated brands.

In a second part of the study, volunteers saw three different advertisements for the same type of product (like a watch) .An ad emphasized that the watch was of high quality (u n symbol of reliability), another stressed that it was luxurious (prestige, craftsmanship, luxury and attention to detail are part of the DNA of this watch). focused on being powerful (using words like "indestructibility, sport, power and confidence"). Men had to rate how much they liked each advertisement on a score of 1 to 10, and those who received extra testosterone liked the luxury message more than the talk about power or quality.

While these results may be helpful advertisers – who can claim their unreasonably expensive equipment is for very manly individuals, and you are inadequate if you do not feel a burning desire for them – for the rest of the business we are mostly reminders of the often overlooked role of hormones in our daily decision-making.