The higher the testosterone the more men choose luxury goods

If some men choose and buy more sports cars or designer clothes, it's the testosterone's fault. The higher its level, the greater the preference for luxury and designer items, and brands considered a status symbol, such as a Ferrari or a pair of jeans by a famous designer. This is demonstrated by a study by the California Institute of Technology, published in the journal Nature Communications. A result that makes sense, if one considers that one of the main functions of testosterone is to generate behaviors with which one seeks and protects one's status and prestige.

n the animal kingdom, testosterone drives aggression, which also serves status. Many humans replace physical aggression with a kind of " consumerist " aggression comprar test enanthate В»explains Colin Camerer, coordinator of the study. Camerer compares the cost of this behavior to the cost and weight that the male peacock faces, for example, to carry and show his elaborate tail. " If he didn't need to attract a mate, it would be easier for a peacock to live without that tail, to more easily run away from predators and find food - he continues - Human males would probably be better off without spending $ 300,000 on a car, but buying it they can show people that they are rich enough. "

In the study, 243 male volunteers between 18 and 55 years of age were observed, some of whom received a gel dose with testosterone and others a placebo. In the first experiment they had to classify on a scale from 1 to 10 a brand of high social prestige and another of lesser prestige but equivalent quality, while in the second they had to choose between advertisements for machines, sunglasses and coffee machines, which emphasized luxury and power. In both cases, men with more testosterone chose luxury goods. " Among animals, males spend a lot of time and energy fighting to establish their dominance - he concludes - We do it too, but our weapons are clothes, machines, and houses ".

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Created on Mar 19th 2020 01:26. Viewed 1,840 times.

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