Power is in the jeans (and the watches)

An extra shot of testosterone, it seems, makes a man act like an animal.

You know the type: one of those male birds who unfurls some of his most spectacular feathers when the ladies are around, or the buck who uses his crown of antlers to advertise his virility. In short, an animal prone to making showy displays of his power, beauty or wealth to win mates, gain allies and intimidate competitors. But for humans — American men, at least — new research suggests that this testosteronedriven display of prowess finds its expression in a preference for status goods.

Whether it’s in his choice of top-shelf alcohol at the club, the watch on his wrist, or the threads that clothe his backside, a man under the influence of the male sex hormone is going to reach for the product that says to potential mates (and to competitors for those mates), “U can’t touch this.”

Researchers from the Wharton School of the University of Pennsylvania administered a supplemental dose of testoster- one to a large group of men, and then asked them to look at pictures and descriptions of five pairs of items — including watches, jeans and jackets —and judge which one they preferred. The pairings were carefully composed to present the men with a choice between products that varied on three dimensions: status, power and quality. For example, if the item was a watch, he’d be asked whether he preferred one touted as highly resilient and sporty (powerful) or one billed as luxurious and prestigious (status).

For those who got the testos- terone, status consistently won out over power and quality. But when these men were faced with a choice between powerful and high-quality, they showed no clear preference.

Marketing professionals who pose attractive women on the hoods of expensive cars, who zero in on the watches worn by victorious yacht-racers, or who attach the name of a realestate magnate to steaks, wine and ties have probably already recognized this.