Testosterone leads men to consume "branded" products

Paris, France. Testosterone, the male sex hormone, would increase men's propensity for brands and products considered prestigious. "We have demonstrated, for the first time, that testosterone directly alters consumer preferences," said AFP co-author of the Gideon Nave study, from the University of Chicago. . Wharton School of the University of Pennsylvania

Researchers tested 243 men aged 18 to 55 years. Half of them have already received a dose of testosterone, the other a placebo.

Then, pairs of products of equivalent quality, but of different brands, were presented. "The prestige level of each brand had already been measured by an independent survey of a sample of over 600 men."

Scientists found that "men who had received testosterone doses showed a higher preference for products associated with a higher social level" as a luxury brand, according to a statement from the University of Toronto. European Institute of Business Administration. It was not, however, indicated an inclination towards power-related products.

For Gideon Nave, "possessing prestige products is a strategy to show one's position in human society". The researcher parallels the tail of the peacock, or the deer antlers

The effect of testosterone "resembles the behavior of animals, in which testosterone usually increases during the breeding season and encourages the sending signals to partners, or potential competitors, "says the researcher

According to the team, further studies need to be done before generalizing these findings, since cultural differences may alter

Differences. The study concludes that it is important to keep in mind that the signals of the two. For example, the study mentions that the status of different professions varies by country.

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