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Reminders of the sun affect men's preferences for luxury products

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  • El Hazzouri, Mohammed
  • Main, Kelley J.
  • Shabgard, Donya

Abstract

Evolutionary psychology has established that humans have a fundamental motive for mating, and that men buy luxury products to attract mates. Absent from this body of work is an investigation of how nature-related variables influence mating motivations, and thus affect preferences for luxury products. Using an evolutionary lens, our research examines how reminders of the sun affect men's preferences for luxury products. The results of four experiments show that, when reminded of the sun, men become more sexually motivated, exhibit a more positive mood, and thus show higher preferences for luxury products.

Suggested Citation

  • El Hazzouri, Mohammed & Main, Kelley J. & Shabgard, Donya, 2020. "Reminders of the sun affect men's preferences for luxury products," Journal of Business Research, Elsevier, vol. 120(C), pages 551-560.
    • Handle: RePEc:eee:jbrese:v:120:y:2020:i:c:p:551-560
    DOI: 10.1016/j.jbusres.2019.04.049
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    References listed on IDEAS

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    Cited by:

    1. Feng, Wenting & Yang, Morgan X. & Yu, Irina Y., 2023. "From devil to angel: How being envied for luxury brand social media word of mouth discourages counterfeit purchases," Journal of Business Research, Elsevier, vol. 165(C).

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