Interesting new research suggests that testosterone is responsible for your inclination to choose the more expensive brands when shopping.
It is possible that the link between testosterone levels and appeal to women is being exploited by the luxury brands. You see this in every aspect of daily life; expensive purchases are associated with power and status.
How Testosterone Plays Its Part
Testosterone is known as the male hormone for good reason.
It is generally accepted that high levels of this hormone will improve your competitiveness and your desire to succeed.
The perception is that the more successful you are and the greater your wealth the easier it is for you to attract any woman.
It is therefore logical to link testosterone levels with status and the need to buy expensive items.
Research Now Confirms This
For the first time there has been research that actually confirms this fact!
Previous studies have focused on the need for men to convey status by owning expensive items. The latest research looks at the desire to buy branded goods versus testosterone levels.
The results were staggering:
- 120 men aged 18-55 were given a small dose of testosterone via a gel applied to the skin.
- A separate group of 120 men in the same age range were given a placebo gel.
- Every man was asked to choose between 5 clothing items; one of which was a premium brand. These were in a random order each time. Every item was ranked on a scale of 1 to 10 for personal preference.
- All items were off a similar quality.
- Almost every man in the testosterone group chose the premium product.
- The placebo group predominantly chose one of the low ranking brands.
To further quantify this test the testosterone base levels of the participants were taken. Before the T gel was used those with higher base levels were already leaning towards the higher brands.
Testosterone levels were checked via saliva to ensure accuracy and consistency.
Taking this one step further the research team added in advert styled text which emphasized the premium brand as a status symbol. This magnified the desirability of the premium goods.
It is interesting to note that adverts showing a products ability to enhance power or its obvious quality had no effect on purchasing desire.
It is the perceived elevation of status that makes it more attractive to men shopping.
How This Can Be Used To Control Your Shopping Desires
Testosterone levels can be boosted when you exercise, are in a competitive scenario or even when you find yourself surrounded by attractive females.
This can be used by marketing companies in two ways:
- Marketing While Exercising
If you’re exercising in a gym and the television is on then marketing firms can target you while your testosterone levels are elevated.
This will help to convince you to buy the top brands simply because you’re eager to show your elevated status.
- Using Attractive / Successful Men
Adverts already use attractive men and successful celebrities to make you want to buy their products. This is a method that has worked for many years and will be re-enforced by the findings of this study.
You should be aware of what advertisers use to convince you to buy their products. However it doesn’t mean that you should ignore your levels of testosterone.
Unless you are taking potentially dangerous anabolic steroids to raise T levels, reaching an optimal healthy balance can be achieved through lifestyle changes.
Of course if you want that edge and want to do it safely and naturally take a look at the top testosterone boosters.
The full results of the study can be found at Nature.com: