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The testosterone the male sex hormone par excellence, increases men's preferences for brand-name products related to higher social status, according to a study published today in Nature communications.
research, conducted by Professor Hilke Plassmann of the INSEAD School of Commerce, revealed that the consumption of property that might be considered luxurious is due, in part, to biological reasons .
(You can access the HERE study)
To perform this work, we selected a sample of 243 men, of age and similar socio-economic contexts.
Randomly, half received a small dose of testosterone similar to what your body could produce in everyday emotional situations – like sporting events or seeing something attractive – while l & rsquo; Another side took a placebo.
In a first test, men had They had to choose between two different brands, which had products of similar quality but with a different social perception.
The study found that those who had received the testosterone dose showed a greater preference for the products associated with a similar test, the second test, which was intended to prove the connection between testosterone and the two main indicators of high social status – the state and power -, showed only a relationship between this hormone and its status. 19659009] According to the researchers, the findings could be useful for generating hypothetical new contexts in which men, because of the increase in testosterone, might be more predisposed to consuming products related to a higher social level [19659008]. Gideon Nave, one of the professors involved in this study, warned against the need to take into account the fact that "the 9004] cultural differences may play an important role in this type of behavior. "
" These findings provide the first theoretical data on the biological basis of consumer preferences for products related to higher status However, research should be repeated in other groups of the population, "warned the researcher.
Source: EFE
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