Higher testosterone levels are as positive as men crave luxury items

A new study shows that high levels of testosterone in the body can make men become more "crazy" to luxury items.

According to Theverge, new research shows that men are "fighting to establish dominance" by using clothes, cars and other luxury items.

A study in collaboration with prestigious scientific organizations recently released this week revealed some interesting details: higher testosterone levels in men have been shown to stimulate sexuality. Higher priority in these people. The authors of the study at Caltech, Wharton School, INSEAD, ZRT Laboratory and Sorbonne University found a causal relationship that can measure hormonal testosterone and one's desire for brands and goods. high class.

Testosterone is often linked to aggression and interest in a problem.

So if you think you like Bugatti Chiron because of its strength, material or elegance, consider it again. Obviously it is just your masculine act through the desire to be exclusive and dominant. In a press release, Colin Camerer, co-author of the study said: " Men spend a lot of time and energy fighting to establish dominance. Our weapons are what we wear, we Drive and we live instead of fists and muscles ".

Testosterone is often linked to aggression and interest in a problem. In this study, scientists invited 243 men from 18 to 55 years old. Half of them received testosterone gel and the other half received a placebo. After that, everyone was asked how much they preferred a rich brand like Armani compared to a non-luxury brand (like North Face). The results showed that volunteers who used testosterone gel tended to prefer more famous brands.

In the second part of the study, volunteers were shown 3 different ads of the same product (such as watches). An ad emphasizes that the watch is of high quality (which is the "symbol of reliability"), another emphasizes that it is luxurious (prestigious, luxurious, made by hand to detail. ) and ads eventually say that this is a powerful watch (using words like "indestructible, sport, power and confidence"). According to a low-to-high rating scale (1 to 10 points), men who use testosterone like watches are more luxurious than the other two.

This finding may be useful for advertisers in approaching male customers. Besides, it also reminds us of the often overlooked role of hormones in our daily decision making.