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CITY OF MEXICO.- "We have demonstrated for the first time that testosterone directly modifies the preferences of consumers," said AFP co-author of the report. study, Gideon Nave, of the Wharton School. , a business school in Philadelphia.
Researchers tested 243 men aged 18 to 55 years. Half of them had already received a dose of testosterone and the others, a placebo.
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Then they were presented with pairs of products of equivalent quality but of different brands . "The prestige level of each brand had previously been measured by an independent survey of a sample of over 600 men," says the researcher.
Scientists found that "men who received doses of testosterone for the products associated with a higher social level ", as a luxury brand, according to a statement from the US. European Institute of Business Administration. However, no inclination was noted for power related products
. For Gideon Nave, "owning 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 testosterone usually increases during the breeding season and promotes the sending of signals to potential partners or competitors" explains the researcher.
If the results of the work are true, the consumption of goods which, in our society, define the membership of a certain and high social status could have their biological reasons behind.
"Among our closest close relatives, males spend a great deal of time and energy fighting to dominate the rest (… ) we do the same, but our weapons they are what we wear and the car we drive instead of claws, fists and muscles, "says Colin Camerer, one of the authors of the study His words are brought together by The Verge.
According to the team, further studies need to be done before generalizing these early findings, since cultural differences could alter behaviors.
With the information of El. Country and Sputnik News.
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