Are you one of those men who are obsessed about buying luxury items? Do fancy cars, branded clothes or high technology make you go crazy for them? If yes, then this research will definitely surprise you as scientists have figured out that the love for luxury brands in men is due to their level of testosterone found individually.
According to a new study which was conducted at Caltech, the Wharton School, INSEAD, ZRT Laboratory, and the Sorbonne University, men who have higher testosterone level naturally possess a stronger preference for luxury or status symbol goods. They even consider them as weapons which can make them feel good about themselves and eventually dominate in their surroundings.
“In our closest animal kin, males spend a lot of time and energy fighting to establish dominance,” says study co-author Colin Camerer, and “we do, too, but our weapons are what we wear, drive, and live in rather than claws, fists, and muscles.”
If we look at the previous researches based on testosterone and how it is linked to various emotions in men like aggression, this seems to be logical.
In order to prove this point, they first examined 243 men between the age of 18 to 55. Half of them were given a testosterone gel while the others only received a placebo. After this, they were asked to choose between luxury brands like Armani, or a non-luxury brand, like North Face. The results later showed that the ones with testosterone gel showed great interest in luxury brands overall.
“This is likely because testosterone plays a role in behaviors that relate to social rank (in animals), and owning status products is a strategy to signal one’s rank within human social hierarchies,” study co-author Gideon Nave of the University of Pennsylvania said.
In the second round of the same study, these men were shown three different ads of some watch brands. These all ads were entirely different from each other as one highlighted the quality of the watch and its reliability while the second one focused more on it being luxurious with words like “prestige, artisanal spirit, luxury, and attention to detail are part of this watch’s DNA,” and the last ad was more about the watch’s strength which also signified power and confidence.
All of these men were then asked to rate each watch based on a score of 1 to 10. Men who were given the testosterone gel had the same preference again as the ad that emphasized luxury more was loved by them over quality or power.
That being said, even if we look at the behavior of animals as well it is observed that when testosterone level rises, typically during the breeding season, it increases the fitness of organism on the outside for potential competitors and mates. So, eventually, if the use of brands to signal status does not work, it would still be enough to make men believe that it will definitely work.