Testosterone causes "status" in men

The testosterone the hormone sexual male would increase the propensity of men by the marks and the considered products of prestige according to a study published this Tuesday in Nature Communication .

"We demonstrated for the first time that testosterone directly alters consumer preferences," says study co-author Gideon Nave of the Wharton School in Philadelphia.

] men between the ages of 18 and 55. Half of them had already received a dose of testosterone and the others, a placebo. They were then presented with pairs of products of equivalent quality but different brands . "The level of prestige of each mark had already been measured by an independent survey of a sample of more than 600 men ," explains the researcher

. " men who had received doses of testosterone showed a greater preference for products associated with a higher social level ] " as mark of luxury according to a statement of the European Institute of Business Administration. However, no tilting was noted for power related products.

For Gideon Nave, "possessing products prestigious is a strategy to show its rank within human society." The researcher draws a parallel with the tail of the peacock or the horns of the deer. The effect of testosterone "resembles the behavior of animals, in which the testosterone usually increases during the breeding season and promotes the sending of signals to partners or competitors.According to the team, further studies need to be done before generalizing these early results, as cultural differences could alter behaviors.

FM

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