Peacocks, Testosterone and Status Seeking: Single-Dose Testosterone Administration Increases Preference For Status Brands and Products

Gideon Nave, California Institute of Technology, USA
Amos Nadler, University of Western Ontario, Canada
David Dubois, INSEAD, France
Colin Camerer, California Institute of Technology, USA
Hilke Plassmann, INSEAD and Ecole Normale Supérieure, France
We investigated the biological roots of humans’ status signaling through consumption in two double-blind placebo-controlled pharmacological experiments (N=243 males). We find that exogenous testosterone administration causally increases liking of status brands and that the effect is driven by testosterone-induced status-seeking but not quality- or power-seeking motivation.
[ to cite ]:
Gideon Nave, Amos Nadler, David Dubois, Colin Camerer, and Hilke Plassmann (2016) ,"Peacocks, Testosterone and Status Seeking: Single-Dose Testosterone Administration Increases Preference For Status Brands and Products", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 82-87.