Can Buy Me Love: How Mating Cues Influence Single Men's Interest in High-Status Consumer Goods

Kim Janssens, K.U. Leuven, Belgium
Mario Pandelaere, Ghent University, Belgium
Bram Van den Bergh, K.U. Leuven, Belgium
Kobe Millet, Inge Lens, Keith Roe, K.U. Leuven, Belgium; Free University Amsterdam, the Netherlands; K.U. Leuven, Belgium; K.U. Leuven, Belgium; Free University Amsterdam, the Netherlands
This paper examines how variation in goal motivation affects men’s interest in high-status products in a mating environment. In two experiments we demonstrate that men display a higher interest in high-status products after seeing pictures of sexily, rather than plainly, dressed women (study 1) and more readily noticed high-status products in visual displays when a nearby female was sexily, rather than plainly, dressed (study 2). The effects are restricted to single men, suggesting that the acquisition or consumption of a high-status product functions as a mate attraction mechanism.
[ to cite ]:
Kim Janssens, Mario Pandelaere, Bram Van den Bergh, and Kobe Millet, Inge Lens, Keith Roe (2010) ,"Can Buy Me Love: How Mating Cues Influence Single Men's Interest in High-Status Consumer Goods", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 580-581 .