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.
(This story has not been edited by Social News XYZ staff and is auto-generated from a syndicated feed.)
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