Single-dose testosterone administration increases men's preference for status goods.

ABSTRACT: In modern human cultures where social hierarchies are ubiquitous, people typically signal their hierarchical position through consumption of positional goods-goods that convey one's social position, such as luxury products. Building on animal research and early correlational human studies linking the sex steroid hormone testosterone with hierarchical social interactions, we investigate the influence of testosterone on men's preferences for positional goods. Using a placebo-controlled experiment (N = 243) to measure individuals' desire for status brands and products, we find that administering testosterone increases men's preference for status brands, compared to brands of similar perceived quality but lower perceived status. Furthermore, testosterone increases positive attitudes toward pos

SUBMITTER: Nave G 

PROVIDER: S-EPMC6030157 | biostudies-literature | 2018 Jul

REPOSITORIES: biostudies-literature