Men with more testosterone prefer luxury items like Rolex watches, Dom Perignon champagne or Armani suits, new research has found.
The sex hormone makes men reach for more expensive brands as these convey status and power, which they hope will help them find a partner.
The study is the first to show that testosterone, which has been shown to trigger courtship behaviours in a number of species, has a strong influence over whether humans prefer humble goods or pricey products.
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