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

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.



Citation:

Kim Janssens, Mario Pandelaere, and Bram Van den Bergh (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 .

Authors

Kim Janssens, K.U. Leuven, Belgium
Mario Pandelaere, Ghent University, Belgium
Bram Van den Bergh, K.U. Leuven, Belgium



Volume

NA - Advances in Consumer Research Volume 37 | 2010



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