The effect of conspicuous consumption on men’s testosterone levels

Saad, Gad; Vongas, John G.

doi:10.1016/j.obhdp.2009.06.001

Cited by 123 publications

(123 citation statements)

References 132 publications

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“…For example men have been shown to increase their motivation to engage in publicly displayed consumption strategically in a mating context (GRISKEVICIUS et al 2007). Also, it appears that engagement in conspicuous acts of consumption result in elevation in testosterone (T) levels (SAAD and VONGAS 2009). It appears then that it may be adaptive for men to display luxury consumption for example through purchasing a sports car or expensive house/apartment as a way of enhancing their social status, leading to more mating opportunities and higher levels of fitness.…”

Section: Discussionmentioning

confidence: 99%

Manipulated luxury-apartment ownership enhances opposite-sex attraction in females but not males

Dünn¹,

Hill²

2014

Journal of Evolutionary Psychology

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Abstract. Manipulated prestige car ownership has been shown previously to enhance male attractiveness. In the current study the illusion of status-linked property ownership was achieved by presenting a target male and female (matched for attractiveness) adopting a casual posture standing in either a 'high status' (luxury apartment) or a 'neutral status' (standard apartment) context. A between-subjects design was used with the photographic stimuli presented amongst other masking stimuli and rated for attractiveness by opposite-sex university undergraduate participants (N = 102) on a scale of 1-10. The male model was rated significantly more attractive when presented to females in the high status compared to the neutral status context and was also adjudged to be significantly more attractive than the female target superimposed on an identical background. There was no significant difference in the female target models attractiveness ratings given by males across the two contexts. These results were obtained despite no sex-differences being found when separate participants were asked to rate the plausibility of each target model owning or renting the luxury property they were depicted in. These findings add to a growing body of work high-lighting the importance of contextual, evolutionarily relevant status cues in male attractiveness judgements.

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Section: Discussionmentioning

confidence: 99%

Manipulated luxury-apartment ownership enhances opposite-sex attraction in females but not males

Dünn¹,

Hill²

2014

Journal of Evolutionary Psychology

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“…High levels of testosterone in men, for example, are associated with mating effort, social dominance, and entrepreneurship (White, Thornhill and Hampson 2007;Mazur and Booth 1998;Mehta, Jones and Josephs 2008;Saad and Vongas 2009), and men's testosterone is known to 31 decrease when men get married and become fathers (Burnham et al, 2003). As such, higher levels of testosterone are likely to be related to male purchases of products and services related to status displays and male competition.…”

Section: Limitations and Future Directionsmentioning

confidence: 99%

Ovulation, Female Competition, and Product Choice: Hormonal Influences on Consumer Behavior

Durante¹,

Griskevicius²,

Hill³

et al. 2011

J Consum Res

258

163

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Recent research shows that women experience nonconscious shifts across different phases of the monthly ovulatory cycle. For example, women at peak fertility (near ovulation) are attracted to different kinds of men and show increased desire to attend social gatherings. Building on the evolutionary logic behind such effects, we examined how, why, and when hormonal fluctuations associated with ovulation influenced women's product choices. In three experiments, we show that at peak fertility women nonconsciously choose products that enhance appearance (e.g., choosing sexy rather than more conservative clothing). This hormonally regulated effect appears to be driven by a desire to outdo attractive rival women. Consequently, minimizing the salience of attractive women who are potential rivals suppresses the ovulatory effect on product choice. This research provides some of the first evidence of how, why, and when consumer behavior is influenced by hormonal factors.

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“…As Kahn & Kahn [53] maintained, impression management might influence men's purchases of a brand more than women's. Evolutionary theory explains this male tendency as a way to signal their financial resources to women and other potential male rivals [54] [55]. This explanation might clarify the importance of personal service for women as a relational experience and for men as an impression management technique.…”

Section: Discussionmentioning

confidence: 99%

The Effect of Gender Differences on the Choice of Banking Services

Friedmann¹,

Lowengart²

2016

JSSM

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This paper presents a conceptual framework based on the evolutionary theory to explain gender differences when considering the saliency of various attributes in choosing a banking service. Unlike most studies that examined the importance of these attributes by asking respondents to rate them, we assessed the saliency of the attributes indirectly in a choice task among five real banks, hence examined the gender differences in a realistic choices process. Results from both studies supported hypotheses based on evolutionary theory in that functional considerations such as cost were more important for men than for women, while other service characteristics were salient for both genders. Implications for marketing strategies that target men and women differently are discussed.

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The effect of conspicuous consumption on men’s testosterone levels

Cited by 123 publications

References 132 publications

Manipulated luxury-apartment ownership enhances opposite-sex attraction in females but not males

Manipulated luxury-apartment ownership enhances opposite-sex attraction in females but not males

Ovulation, Female Competition, and Product Choice: Hormonal Influences on Consumer Behavior

The Effect of Gender Differences on the Choice of Banking Services

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