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STUDY: Testosterone pushes men to luxury brands...


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A single dose of testosterone steers men towards luxury brands of cars, watches, pens, or clothes which, like stag anglers and peacock tails, signal "status" to the female gender, scientists said Tuesday. The sex hormone, it turns out, is a major influencer of male consumer behaviour, according to a study published in the journal Nature Communications. "This is likely because 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," study co-author Gideon Nave of the University of Pennsylvania told AFP.


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