社会地位和睾酮在人类炫耀性消费中的作用。
The role of social status and testosterone in human conspicuous consumption.
机构信息
Behavioural and Clinical Neuroscience Institute, Department of Psychology, University of Cambridge, Cambridge, UK.
Research Centre for Brain Function and Psychological Science, Shenzhen University, Shenzhen, China.
出版信息
Sci Rep. 2017 Sep 18;7(1):11803. doi: 10.1038/s41598-017-12260-3.
Conspicuous consumption refers to the phenomenon where individuals purchase goods for signalling social status, rather than for its inherent functional value. This study (n = 166 male participants) investigated how the outcome of a social competition influenced conspicuous consumption, and its association with competition-induced testosterone reactivity. Winning a competition increased both explicit and implicit preferences for higher-status vs. lower-status products, using both natural stimuli (prestigious cars) and laboratory-tagged stimuli of matched value (university T-shirts). Competition also influenced behaviour in an Ultimatum Game, such that winners were more likely to reject unfair offers. Competition outcomes had no discernible influence upon salivary testosterone levels, and neither basal testosterone levels nor testosterone reactivity induced by competition predicted the conspicuous consumption measures. Our data indicate that winning a competition lead to more dominant behaviour, albeit in a manner that is not statistically regulated by testosterone, possibly through increased feeling of entitlement.
炫耀性消费是指个人购买商品是为了显示社会地位，而不是为了其内在的功能价值。本研究（n=166 名男性参与者）调查了社会竞争的结果如何影响炫耀性消费，以及它与竞争引起的睾丸激素反应的关联。赢得一场比赛会增加对高地位和低地位产品的显性和隐性偏好，同时使用自然刺激（著名汽车）和实验室标记的匹配价值刺激（大学 T 恤）。竞争也会影响最后通牒博弈中的行为，使得赢家更有可能拒绝不公平的报价。比赛结果对唾液睾丸激素水平没有明显影响，基础睾丸激素水平和竞争引起的睾丸激素反应也不能预测炫耀性消费指标。我们的数据表明，赢得一场比赛会导致更具支配性的行为，尽管这种行为在统计学上不受睾丸激素的调节，可能是通过增加权利感。
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