Single-dose testosterone administration increases men's preference for status goods.
Single-dose testosterone administration increases men's preference for status goods.
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DOI：
10.1038/s41467-018-04923-0
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发表时间：
2018-07-03
影响因子：
16.6
通讯作者：
Plassmann H
中科院分区：
文献类型：
--
作者：
Nave G;Nadler A;Dubois D;Zava D;Camerer C;Plassmann H
在社会等级制度普遍存在的现代人类文化中，人们通常通过消费地位商品来表明他们的等级地位，这些商品传达了一个人的社会地位，如奢侈品。建立在动物研究和早期相关的人类研究性类固醇激素睾酮与等级社会互动，我们调查睾酮对男性的位置商品的偏好的影响。使用安慰剂对照实验（N = 243）来衡量个人对地位品牌和产品的渴望，我们发现，与感知质量相似但感知地位较低的品牌相比，管理睾酮增加了男性对地位品牌的偏好。此外，当位置商品被描述为地位提升时，睾丸激素会增加人们对它们的积极态度，但当它们被描述为权力提升或高质量时，则不会。我们的研究结果为男性对地位的偏好的生物学根源提供了新的因果证据，将数十年的动物行为研究与当代消费者研究联系起来。据信，特鲁姆参与了与社会等级有关的行为。在这里，作者表明，一剂睾丸激素会增加男性对“高地位”商品和品牌的偏好，这表明睾丸激素在现代男性消费行为中的作用。
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 positional goods when they are described as status-enhancing, but not when they are described as power-enhancing or high in quality. Our results provide novel causal evidence for the biological roots of men’s preferences for status, bridging decades of animal behavioral studies with contemporary consumer research. Testosterone is believed to be involved in social rank-related behavior. Here, the authors show that one dose of testosterone increases men’s preference for “high status” goods and brands, suggesting a role for testosterone in modern consumer behavior in men.
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