Status-Relevant Cues and Conspicuous Consumption: the Moderating Role of Prenatal Androgen Exposure

Xavier Palacios, Universitat Pompeu Fabra, Spain
Gert Cornelissen, Universitat Pompeu Fabra, Spain
Consumer products can be considered a means for an individual to signal one’s social status and individual qualities to others. In many cases, however, they cannot be considered an honest signal of the individual’s genetic quality. Rather, consumer products provide a means to attempt to fake such quality. Using Digit Ratio (2D:4D) as a proxy, we test whether the exposure to prenatal androgens moderates the attraction to acquire luxury consumer products as a signal for individual quality, following different types of status-relevant cues.
[ to cite ]:
Xavier Palacios and Gert Cornelissen (2011) ,"Status-Relevant Cues and Conspicuous Consumption: the Moderating Role of Prenatal Androgen Exposure", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 715-716.