The study, which will be written and published on the February 2014 issue of the Log of Buyer Basic research, suggests some girls also look for these luxury items to avoid other females from robbing their man. The researchers found that “women’s high-class goods often work as a signaling process directed at other females who pose a threat to their romantic relationships.”
We have got to confess regarding these results felt a bit odd in my opinion at first, but maybe this was just because I’m a man and never actually comprehended why anybody would be interested in getting a $38, 000 handbag. Still I was captivated by the study and what its findings mean for the future of sustainable consumption. All things considered, if we want to reach a more eco friendly prospect, we need to do a better job understanding the way most people think.
Made by University of Minnesota Carlson School of Management Teacher Vladas Griskevicius and PhD student Yajin Wang, the research included a series of five tests featuring 649 women of varying ages and connection statuses. First, described CBS TELEVISION STUDIOS News, the participants were given a scenario of viewing a woman at a party using their date. Then they were asked what they thought about that woman’s relationship solely based on the high quality of her belongings.
In one more try the researchers made research individuals feel jealous by having them imagine that another woman was flirting with their man. Soon enough afterward, participants were asked to complete a seemingly unrelated task in which they received a luxury brand logo on a handbag. The result was that whenever women felt jealous, they drew designer logos that were twice the size of those in the other conditions.
Interestingly, it didn’t really matter if the women were single or even in relationship. The study discovered that feelings of jealousy triggered a desire for high-class products in both situations. Even more interesting is the fact that women still assume men are paying for these luxury items. As documented in the Atlantic, unless participants were explicitly told or else, they “spontaneously” assumed that, on average, a man had purchased nearly 60 percent of a woman’s luxury possessions.
The bottom line of this study seems to be crystal clear – “When a woman is flaunting designer products, it says to other women ‘back off my man, ’” says Griskevicius. And what regarding men? Two years ago a study conducted by Griskevicius along with other researchers found that men’s conspicuous spending is driven by the desire to have uncommitted romantic flings. In other words men use luxury products to hunt (women), while females use them to protect the home.