Title
The rival wears Prada : luxury consumption as a female competition strategy The rival wears Prada : luxury consumption as a female competition strategy
Author
Faculty/Department
Faculty of Social Sciences. Communication Sciences
Publication type
article
Publication
Subject
Psychology
Economics
Mass communications
Source (journal)
Evolutionary psychology: an international journal of evolutionary approaches to psychology and behavior. - -
Volume/pages
12(2014) :3 , p. 570-587
ISSN
1474-7049
ISI
000343695800006
Carrier
E
Target language
English (eng)
Affiliation
University of Antwerp
Abstract
Previous studies on luxury consumption demonstrated that men spend large sums of money on luxury brands to signal their mate value to women and, thus, increase their reproductive success. Although women also spend copious amounts of money on luxuries, research focusing on womens motives for luxury consumption is rather scarce. Relying on costly signaling and intrasexual competition theory, the goal of the current study was to test whether female intrasexual competition in a mate attraction context triggers womens spending on luxuries. The results of the first experiment reveal that an intrasexual competition context enhances womens preferences for attractiveness enhancing, but not for non-attractiveness related luxuries such as a smartphone. This finding indicates that women may use luxury consumption as a self-promotion strategy during within-sex competitions, as these luxuries improve their advantages against same-sex rivals for mates. A follow-up study shows that compared to women who do not consume luxuries, women who do so are perceived as more attractive, flirty, young, ambitious, sexy, and less loyal, mature and smart by other women. These results suggest that luxury consumption may provide information about a womens willingness to engage in sex, as well as her views about other women, and consequently, her success in intrasexual competitions.
E-info
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