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Can Buy Me Love: How Mating Cues Influence Single Men’S Interest In High-Status Consumer Goods

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  • K. JANSSENS
  • M. PANDELAERE

    ()

  • K. MILLET
  • B. VAN DEN BERGH
  • I. LENS
  • R. KEITH
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    Abstract

    In two experiments we demonstrate that men display an enhanced interest in status enhancing consumption upon exposure to mating cues. Men indicate a higher interest in high-status products (study 1) and more readily noticed high-status products (study 2) after exposure to sexily, rather than plainly, dressed women. The effects are restricted to single men, suggesting that the acquisition or consumption of a luxurious product functions as a mate attraction mechanism.

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    File URL: http://www.feb.ugent.be/nl/Ondz/wp/Papers/wp_09_570.pdf
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    Bibliographic Info

    Paper provided by Ghent University, Faculty of Economics and Business Administration in its series Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium with number 09/570.

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    Length: 35 pages
    Date of creation: Mar 2009
    Date of revision:
    Handle: RePEc:rug:rugwps:09/570

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    9. Bram Van den Bergh & Siegfried Dewitte & Luk Warlop, 2008. "Bikinis Instigate Generalized Impatience in Intertemporal Choice," Journal of Consumer Research, University of Chicago Press, vol. 35(1), pages 85-97, 01.
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