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Scientists have explained the existence of the desire for a luxurious life
Last reviewed: 02.07.2025
Scientists representing the California Institute of Technology reported on the results of their work. According to their data, men with high levels of testosterone in their blood are more inclined to live a rich life and most often buy only expensive things. As the experts explain, this phenomenon is associated with a change in the vector of testosterone action.
As we know, there are as many preferences as there are people. Some choose inexpensive but high-quality clothes, while others prefer that their clothes have a famous brand on them. The scientists' new project was devoted to the following question: can the level of testosterone in the blood really affect the desire for a luxurious life?
Among animals, elevated testosterone levels provoke aggressive behavior in males. In humans, this moment manifests itself in the desire to be the best, to dominate, to strengthen one's status. And many consider one of the means of achieving such status to be the acquisition of branded items, all sorts of confirmations of material well-being that demonstrate the superiority of their owner. Scientists compare this condition with a peacock's tail, which does not have any functional purpose, and is even inconvenient for a peacock in everyday life, but at a certain time serves to attract a female.
The experts conducted a study involving 243 male participants aged 18-55. Each volunteer had their skin treated with a testosterone gel or an "empty" gel (placebo). Four hours later, upon reaching the peak concentration of testosterone in the blood, the participants began to complete tasks. For example, they had to choose between purchasing "status" items and simple inexpensive goods of no less good quality. In addition, the participants were shown commercials for one item, but in different versions: one commercial indicated the quality of the purchased item, while the other emphasized its high cost or status. The volunteers were asked to rate the advertised item using a ten-point scale.
In all two cases, participants with higher testosterone levels preferred expensive items, regardless of the fact that they were offered cheaper, higher-quality items without a brand name.
Scientists believe that similar behavior can be observed in animals. For example, male monkeys spend a lot of time and energy trying to prove their superiority over other monkeys. In fact, people do much the same thing, buying accessories, cars, housing, and other things that could emphasize their importance and status. Therefore, the relationship between testosterone levels in the blood and the tendency to a luxurious life can be considered proven.
The full results of the study can be found on the official website of the California Institute of Technology, as well as at the link http://www.caltech.edu/news/buying-under-influence-testosterone-82696