Scientists have explained the existence of the desire for a luxurious life
Last reviewed: 16.10.2021
All iLive content is medically reviewed or fact checked to ensure as much factual accuracy as possible.
We have strict sourcing guidelines and only link to reputable media sites, academic research institutions and, whenever possible, medically peer reviewed studies. Note that the numbers in parentheses ([1], [2], etc.) are clickable links to these studies.
If you feel that any of our content is inaccurate, out-of-date, or otherwise questionable, please select it and press Ctrl + Enter.
Scientists representing the California Institute of Technology, reported on the results of the work done. According to their data, men who have high testosterone in their blood have a greater propensity for a rich life and more often buy only expensive things. As experts explain, this phenomenon is associated with a change in the vector of testosterone.
As you know, how many people, so many preferences. Some choose inexpensive, but high-quality clothing, while others prefer that on the items was designated any famous brand. A new project of scientists was devoted to the following question: is the content of testosterone in the blood can affect the desire for a luxurious life?
In the environment of animals, an elevated level of testosterone provokes aggressive behavior of males. At the person this moment is shown by aspiration to be the best, to dominate, strengthen the status. And one of the means to achieve this status is considered by many to be the acquisition of branded goods, all the evidence of material well-being, which demonstrate the superiority of their possessor. Scientists compare this state with the peacock's tail, which does not have any functional orientation, and even inconvenient for a peacock in everyday life, but in a certain period serves to attract a female to itself.
Specialists conducted a study, which involved 243 male participants aged 18-55 years. Each volunteer was treated with gel with testosterone, or with an empty gel (placebo). Four hours later, after reaching a peak concentration of testosterone in the blood, participants began to perform tasks. For example, they had to make a choice between acquiring "status" things and simple inexpensive goods having equally good quality. In addition, the participants were shown commercials of one thing, but in different versions: one video pointed to the quality of the purchased goods, and the other emphasized the high cost or status. Volunteers were offered to evaluate the advertised thing using a ten-point scale.
In all two cases, participants with a high level of testosterone gave preference to expensive things, regardless of the fact that they were offered things cheaper and better, but without a brand brand.
According to scientists, this behavior can be observed in animals. For example, in male apes, much effort and time is spent trying to prove their superiority over other brethren. In fact, people do about the same, buying accessories, cars, housing, and other things that could emphasize their importance and status. Therefore, the relationship between the content of testosterone in the blood and the propensity for a luxurious life can be considered proven.
All about the results of the study can be found on the official website of the California Institute of Technology, as well as at http://www.caltech.edu/news/buying-under-influence-testosterone-82696