Men With Higher Testosterone Levels Will Buy Status

Men With Higher Testosterone Levels Will Buy Status

Enhancing Brand Items.


Testosterone Influences Buying

From powering sex drive to regulating bone and muscle mass, fat distribution and the production of red blood cells, testosterone plays a big part in the lives, looks and libido of men.
Now a new study from the University of Western Ontario’s Ivey Business School in London, Ont., indicates the hormone also helps determine a man’s shopping motives.


The research, published in Nature Communications, is the first to establish a specific biological factor behind a man’s urge to buy luxury labels and products, according to Amos Nadler, study co-author and assistant professor of finance.
For instance, a man with a higher level of testosterone in his body will be more likely than a man with lower testosterone levels to prefer status-enhancing brands such as Lacoste, Armani or Ralph Lauren, compared to labels deemed to be lower-status, including Old Navy, Levi’s or North Face.

It all has to do with an age-old drive to climb the social ladder.
“Just like non-human animals, male consumers are vulnerable to a specific status motive which is driven by sex hormones,” says Dr. Nadler in an e-mail.
Taking an evolutionary approach to their work, Mr. Nadler and the research team found that, from schools of fish to modern human communities, higher social rank means better mating opportunities, increased access to resources, less stress and more social influence.
“Therefore, individuals exert considerable effort to enhance their social rank by gaining status (i.e.: respect and admiration from others, sometimes also referred to as prestige),” they say.
Our early ancestors would fight for status through displays of hunting prowess or physical aggression. These days, we’re more likely to show off our status through our job titles, academic achievements and the wealth we put on display for others – not unlike the length of a stag’s antlers or iridescence of a peacock’s tail.


The study included 243 male volunteers between the ages of 18 and 55 who were randomly selected to receive a dose of testosterone gel or placebo gel that would absorb through their skin. The data the researchers collected during this task showed that the men who received a dose of testosterone had a stronger preference for brands that are associated with higher social rank than did the men who received the placebo.
The conclusion? Testosterone “elevates men’s desire to promote their social status through economic consumption,” the study states.
Dr. Nadler says the study is still in an early phase, with more experiments planned, including studying biological factors that affect women’s status product purchasing decisions.
But he sees value in the early findings beyond a boost to savvy marketers who position products as status-enhancing to better appeal to men.
Dr. Nadler believes it’s crucial to understand which biological factors affect our economic decisions and that we know the consequences of those decisions. Without that knowledge, people are vulnerable to their own biological urges and might end up making purchases they cannot afford.
“Understanding the biological factors of status spending might help people make better decisions for themselves, their families and society,” he says.


The study is co-authored by researchers at the California Institute of Technology, the Wharton School of the University of Pennsylvania, INSEAD in France and ZRT Laboratory in Oregon.

I smell BULLSHIT! Is testosterone why women buy louis vuitton? HAHAHA STUPID STUDY. I have high test and I am fine in my $7 tee shirt and walmart jeans.

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Originally Posted by Uncle Ric

I smell BULLSHIT! Is testosterone why women buy louis vuitton? HAHAHA STUPID STUDY. I have high test and I am fine in my $7 tee shirt and walmart jeans.

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yep me too. i am a cheap bastard haha

I think there is somethin to it BUT.......and I say BUT, this doesnt apply to everyone

sociology is the softest of science, it is all conjecture and hypothesis. When I was on a gram a wk of test I never had the urge to buy a name brand anything.

I think it could be true for sure and probably is but only for a median % of men. That is what sociologists do. They try to find patterns in a demographic group even if there is none. Hell you can find a pattern to anything, randomness is a pattern for crying out loud.

The way the volunteers were recruited for the study was a pattern........what kind of people would do a study in the first place may be the kind of people who buy expensive big name clothes? Hell I am a sociologist.

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Originally Posted by jipped genes

sociology is the softest of science, it is all conjecture and hypothesis. When I was on a gram a wk of test I never had the urge to buy a name brand anything.

I think it could be true for sure and probably is but only for a median % of men. That is what sociologists do. They try to find patterns in a demographic group even if there is none. Hell you can find a pattern to anything, randomness is a pattern for crying out loud.

The way the volunteers were recruited for the study was a pattern........what kind of people would do a study in the first place may be the kind of people who buy expensive big name clothes? Hell I am a sociologist.

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brother i have ran up to 3g per week and it didnt change my urges at all. well other than sex drive and feeling like complete ass. so i am not one of those either and i agree with sociology and physcology as well

"Higher social rank means better mating opportunities, increased access to resources, less stress and more social influence."
Thats for damn sure. Its primal. In our DNA. Like all other animals.

I buy cheap brands don't care, sport high end too but really like my ruggid clothes better .....
I get re-sell stuff all the time... I can fit in those 31" waist and there are tons of them at resell shops...
We have a few high end brand resell shops here...

My testosterone or pheromones.... everyone knows I am sure brands don't matter just like my gear. If it's good it's good!!!!

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