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A study conducted by Professor Hilke Plaslmann, revealed that the hormone controls the factors on the social perception that men have and may influence the preference of assets associated with a higher social status high.
Testosterone The male sex hormone par excellence, increases men's preferences for branded products related to higher social status, according to a study published today in Nature Communications.
The research, conducted by Professor Hilke Plaslmann of the INSEAD Business School, revealed that the consumption of property that might be considered luxurious is due, in part, to reasons organic.
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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 their bodies could produce in everyday emotional situations – like sporting events or seeing someone as attractive – as the # Another patient took a placebo.
In a first test, men 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 received the testosterone dose showed a greater preference for the goods. Likewise, the second test, which aimed to prove the link between testosterone and the two main indicators of high social status – status and power -, showed that a relationship between this hormone and the status.
According to the researchers, the findings could be useful for generating hypothetical new contexts in which men, because of the increase in testosterone, may be more predisposed to consuming higher-level social-related products.
Despite this, Gideon Nave, one of the teachers involved in this study, warned of the need to take into account the fact that "cultural differences can play an important role in this type of behavior".
"These findings provide the first theoretical data on the biological basis of preferences for consumption of products related to higher status, but research should be repeated in other population groups," the researcher warned. .
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