The rival wears prada: female luxury consumption as an intrasexual competition strategy

Relying on evolutionary theory, the current study tests whether female intrasexual competition in a mate attraction context triggers womenU+2019s spending on luxuries. The results of the first experiment reveal that an intrasexual competition context enhances womenU+2019s preferences for attractiveness enhancing, but not for non-attractiveness enhancing luxuries. This finding indicates that women may use luxury consumption as 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 womenU+2019s willingness to engage in sex, as well as her views about other women, and consequently, her success in intrasexual competitions.

Jaar van publicatie:2014