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Testosterone boosts men s choice of higher-status products

Sunday - July 8, 2018 4:02 pm , Category : LIFESTYLE
New York July 8 (IANS) Ever wondered why men tend to prefer status symbols like a luxury car or brand-name denim? A higher level of testosterone -- male sex hormones -- could explain the association say researchers.
The study underscores a biological factor testosterone at play in the choice of products conveying status.
Giving men a single dose of testosterone can increase their preference for higher-status goods said lead author Gideon Nave assistant professor at the University of Pennsylvania.
A luxury product say a fancy watch tells the same time as an inexpensive digital one but carries with it a signal of social status he noted.
The study supports previous research that connects transient increases in testosterone levels to a rise in behaviours aimed at boosting social rank.
The study published in Nature Communications covered 243 men aged between 18-55. Each participant received a gel to apply to his upper body; some gels contained testosterone and others were placebos.
Participants were shown two logos of apparel brands selected to match their perceived quality but differ in status. Those who received a dose of testosterone were significantly more likely to prefer the higher-status brands.
The results serve as a foundation for forecasting consumer behaviour Nave noted.
Testosterone naturally rises in men in certain contexts such as during and after sporting events or subsequent to major life events like a graduation or divorce. Marketers could take advantage of these oscillations to tailor their marketing strategies to these individuals Nave said.
In addition because such status-seeking behaviours can exacerbate inequality if someone overspends on a status item when they cannot afford it further understanding of the biological drivers of the behaviour could prove useful he noted.

--IANS rt/ksk/sed