Wednesday, 9 March 2016

Research: Women use luxury products to ward off other women

There has been extensive research in the scientific community on luxury items and their effect on consumers and what they signal to others. Research shows that luxury items can boost self-esteem, express one’s identity, and signal status.

One of the factors that influence women to shop for luxury brands is when they see celebrities wearing them. Some women feel that wearing them embodies and defines their style.

Celebrities, models and royalty have become the ambassadors of these expensive brands.
Woman use luxury products to send strong signals to their female counterparts to steer well clear of their man — and it works, new research has found.

High-end fashion labels including Gucci, Louis Vuitton, Marc Jacobs, Christian Dior, Prada and Chanel are among the handbag weapons used by women to tell their female rivals to back off and not hit on their man.
Research from the Journal of Consumer Research in America found women use luxury products to “boost self-esteem, express one’s identity and signal status.”

The report compiled by Yajin Wang and Vladis Griskevicius from the University of Minnesota found females are fierce competitors when it comes to strutting their stuff and signalling they are in a strong, well-functioning relationship.
Testing conducted in the study found that women saw a man as being most devoted to their lady when the woman wore luxury products purchased by them and it put a sudden stop to other women pursuing the taken man. Social analyst David Chalke said the fending off of women through the use of luxury products was “classic display behaviour.”

“You can see this type of behaviour in African tribes, those who have more neck rings have higher status,’’ he said.
“The tendency to purchase and exhibit expensive goods is known as conspicuous consumption whereby luxury goods and luxury brands are often used to communicate a person’s wealth or level of prestige,’’ the research found. “Luxury goods are known to serve an important function in relationships for men by helping to attract romantic partners.

“Men who flaunt luxury goods are seen as more sexually attractive by women.”