A new study published in the journal of Nature Communications has delivered an explanation as to why we aspire to luxury brands, and it’s a lot more to do with our hormones than you might have originally thought.
Sure, there’s nothing like the thrill of a turbo charged car, dressing in the latest designer suit, or splashing on a luxury watch, but scientists from the University of Pennsylvania have discovered that it's actually testosterone that drives male consumer behaviour.
And while demonstrations of luxury purchases for status in the hopes of attracting female attention have long been documented (aka ‘peacocking’), this is the first study to link hormones to the decision making process.
In an almost serendipitous turn of events, the release of the study aligns with launch of the new Bally ecommerce in Australia, a luxury shopping experience that underlines the brand’s continued commitment to maximising Bally’s potential within the market and providing antipodean customers with a premium online retail experience, translating Bally’s recognised style, refinement and guarantee of excellence into the digital sphere.
Bally, the Swiss luxury brand, has remained as at the forefront of Australian luxury for over two decades in the Australian market, and will be sure to satisfy any luxury desires produced by our hormones.
Speaking to AFP, study co-author Gideon Nave explained that the desire to buy luxury brands, such as Bally, comes back to a primal need to impress the opposite sex through ‘status symbols’.
“Testosterone plays a role in behaviours that relate to social rank (in animals), and owning status products is a strategy to signal one's rank within human social hierarchies," explained Nave.
The study followed over 240 men aged between 18 and 55 to follow their consumer behaviours after receiving a small dose of testosterone. Applied via a gel, one group was given testosterone while another was given fake dose in an attempt to create a placebo effect. Effectively, each man thought he had received a dose of testosterone, which allowed scientists an unbiased analysis of behaviour.
"We found that the men who received testosterone showed greater preference towards the high status brands," said Nave. "[The effect was] akin to behaviour of non-human animals, where testosterone typically rises during the breeding season and promotes the display of traits that signal the organism's fitness to potential competitors and mates," he added.
Be right back, heading to bally.com.au to stock up now!