Increased testosterone makes men more likely to spend money

Men with boosted testosterone levels are more likely to purchase luxury goods such as expensive cars and watches, new research suggests.

A study carried out at the University of Pennsylvania claims that the appeal of high-end branded products over cheaper counterparts is rooted in ideals of biological supremacy rather than quality.

The team of marketing professors measured the purchasing preferences of 243 men between the ages of 18 and 55, making it the largest study into the link between testosterone and status-enhancing behaviours in men to date.

Each participant was given a gel to apply to their bodies; some were given gels containing testosterone while others received a placebo.

In the first task, the men were shown logos of high and low status clothing brands and asked to choose a preference - the quality of the products offered by these brands might’ve similar but the perceived status was different due to marketing.

Participants who had applied the testosterone-containing gel were more likely to prefer the higher status brands.

In a second experiment, the men were presented with descriptions of various products, from sunglasses to coffee machines, some of which were marketed as high-quality, others as power-enhancing and status-enhancing.

Those who received the testosterone gels were more likely to react positively to the items described as status-enhancing than those who had applied placebos.

Researchers concluded that elevated testosterone levels lead to an increase in male desire to “promote their social status through economic consumption”.

This could be paralleled by habits in the animal kingdom, they suggest.

For example, animals have colourful coats and notable tails, features which attract mates and boost their propensity for survival.

Meanwhile, men might convey status via flashy tech gear and designer clothing, a tendency which the study suggests is provoked by boosted testosterone levels.

"In some ways this is similar to someone driving a limo or a Hummer or a Ferrari," explains lead author Gideon Nave, “it's a way of showing or signalling that you can afford to do so."

The findings could be significant for marketers in terms of understanding consumer behaviour and tailoring their strategies accordingly, explains Nave, who noted that testosterone levels have been found to naturally surge in men during circumstances such as major sporting events, graduations or divorce.