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Testosterone, the male sex hormone, would increase men's propensity for brands and products considered prestigious according to a study published Tuesday in Nature Communication.
"We demonstrated for the first time that testosterone directly alters consumer preferences," said AFP Gideon Nave, of the Wharton School, a Philadelphia business school. .
Researchers tested 243 men between 18 and 55 years of age. Half of them had already received a dose of testosterone and the others, a placebo.
They then presented pairs of products of equivalent quality but of different brands. "The prestige level of each brand had already been measured by an independent survey of a sample of over 600 men," says the researcher.
Scientists have found that "men who had received doses of testosterone showed a greater preference for products associated with a higher social level," according to a statement by the Institute European. of business administration. However, no tilting was noted for energy related products.
For Gideon Nave, "possessing prestigious products is a strategy to show their rank in 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 season of reproduction and promotes the sending of signals to potential partners or competitors, "says the researcher.
According to the team, further studies need to be done before generalizing these first results, because cultural differences could modify behavior
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