What if the rival drives a Porsche? Male conspicuous consumption as a costly signal in intrasexual competition Universiteit Gent
Research shows that men engage in conspicuous consumption to attract a mate, while women conspicuously spend money on luxuries to retain a mate or to deter female rivals. However, research in the field of evolutionary consumer psychology has neglected to investigate male conspicuous consumption as a means to deter same-sex competitors. As intersexual and intrasexual signaling are closely related processes and both shaped by sexual selection, we ...