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Researchers say increased levels of testosterone also boost generosity as a way to strengthen leadership status
Citroen executives and engineers study the possibility of creating a limited 15-unit series of GTbyCitroen [19659003] access_time
July 4, 2018, 15:56 – Published July 4, 2018, 3:25 pm
The authors further asserted that certain circumstances may potentiate this need for luxury items – usually a marketing strategy to attract the consumer
According to a study published in the journal Nature Communications men who usually choose the most expensive and luxurious products in stores can have high levels of testosterone.The results of the research showed that Testosterone directly modifies the preferences es consumers, increasing the desire for products that offer a higher status .
Luxury
For the study, researchers at the Wharton School of the University of Pennsylvania in the United States tested 243 men aged 18 to 55 years. Half of them received additional doses of testosterone gel (to get through the body), while the others received a placebo.
The team then presented participants with a selection of products in three dimensions: power and quality . In general, men who received testosterone showed a preference for status products; those who received the placebo tend to choose products that indicate potency or quality.
According to research, it is natural that testosterone levels increase in men during sports events, face attractive partners and after important events such as graduation and divorce. "Our findings suggest that in such contexts, male consumers may be more likely to consume and may find status-related brand communication more appealing," the researchers said in a report.
they point out that the results of men of other nationalities other than the US could present different results, especially among those who belong to cultures who disapprove the explicit expression of the status equipment.
The Power of Testosterone
The Study Helped to Clarify The Role of Testosterone as a Driver of Male Domination Behavior
According to Los Angeles Times this attitude is related to the primitive need to attract potential partners – by demonstrating that it has resources, in this case financial – and to alert potential competitors of their superiority. Christopher R. von Ruedon, who has been involved in previous research on testosterone levels, commented that in less interdependent species, testosterone is clearly linked to the type of aggressive behavior that can guarantee right male coupling. However, as humans evolved into a co-dependency for the pursuit of security and prosperity, the lure of a man as a partner now depends on his ability to be important to society .
Testosterone levels can also interfere with the generosity of men such as tycoons who reinforce their leadership status through acts of philanthropy.
The experts in evolutionary anthropology say that these findings provide fundamental information about the motivations that drives men into complex human societies
Marketing Strategy
The evolutionary anthropologist Benjamin C. Trumble, who also participated in research in Bolivia, said that he was not surprised that marketing could use the human evolutionary process to enhance the sale of luxury goods. "I always prefer to know more about people's preferences – the more people know, the less they will fall into the trap of marketing," he told the Los Angeles Times .
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