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Photo: Miguel Tovar
A Rolex brand watch, made of white gold and embellished with 60 18-carat diamonds, has been auctioned in Mexico since it was seized during a raid against drug traffickers. New research suggests that the level of testosterone in a man's body affects his preference for luxury items. Stock Photography.
Calvin Klein or Levi's, Rolex or Seiko, Mercedes or Skoda? The level of testosterone in the body of a man can be a decisive factor.
A new study from researchers at three American universities found that testosterone, a sex hormone, had a measurable effect on men with respect to their preference for products considered to have high status. For example, a man rich in testosterone will choose Calvin Klein more easily than a man whose level of hormones is lower.
"In the animal world, testosterone gives rise to aggressive behavior, but it's an aggressive behavior that gives status," said researcher Colin Camerer in an interview with the scientific site Eurekalert.
He believes that this behavior in humans is sublimated and expresses what he calls "consumer aggression".
243 men aged 18 to 55 years participated in the study and the results were first published in Nature Communications.
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