Publication
Title
The rival wears Prada : luxury consumption as a female competition strategy
Author
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.
Language
English
Source (journal)
Evolutionary psychology: an international journal of evolutionary approaches to psychology and behavior. - -
Publication
2014
ISSN
1474-7049
Volume/pages
12:3(2014), p. 570-587
ISI
000343695800006
Full text (Publisher's DOI)
Full text (publisher's version - intranet only)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 18.06.2014
Last edited 23.06.2017
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