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LONDON, England.
An investigation reveals that the cause of your love for the better is testosterone.
The predilection for the exquisite is, in addition to a commercial hook, a part of your essence.
The male sex hormone par excellence, increases men's preferences for brand-related products with higher social status, according to a study published today in Nature Communications.
Research, led by Professor Hilke Plaslmann of the INSEAD Business School, found that the consumption of goods that can be considered luxurious is partly due to biological reasons.
To perform this work, a sample of 243 men was chosen, aged At random, half received a small dose of testosterone similar to what his body could produce in everyday emotional situations – such as sporting events or seeing someone attractive – while the other camp was taking a placebo.
In a first test, men had to choose between two different brands, which had products of similar quality but with a different perception ial.
The study found that those who received the testosterone dose showed a greater preference for products associated with higher social status.
Similarly, the second test, which tested the link between testosterone and the two main indicators of high social status – state and power – only demonstrated a relationship between this hormone and status.
the researchers, the results could be useful for generating new hypothetical contexts in which men, because of the increase in testosterone, may be more predisposed to consume products related to a higher social level.
Despite this, Gideon Nave, one of the teachers involved in this study, warned of the need to take into account that "cultural differences can play an important role in this type of behavior".
"These findings provide the first theoretical data on the basis however, research should be repeated in other groups," warned the researcher.
You see, your glamor is not your fault … relax!
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