There has been a rat race of late in the human population to earn more money and buy the most expensive brands for all their needs. It was not just “keeping up with the Joneses”, it was showing off just how much more superior they were. Obnoxious behavior? You might think so, but at the University of Pennsylvania researchers conducting a science project say it’s more to do with hormones.

Testosterone, in particular, seems to alter the consumer behavior while purchasing things. This is why men, who have more testosterone than women, are usually the ones to buy more luxury brands. It’s a way to signal their financial well being and higher status in the pecking order to women. Specially those women they are trying to impress.

The male sex hormone makes them want to buy expensive and exclusive stuff so that they can prove to the females that they are interested in, that they can take care of them and their needs. Yes it is rather like a cave man who was able to provide the largest chunk of meat. Seems like the males of the species still find it easier to filter out competition by being the best at something. In this case being the big bucks spender.