Evolutionary psychologists propose that men’s conspicuous consumption facilitates mate attraction because it predicts resource investment in offspring. This article elaborates on the ultimate functions of men’s luxury displays based on Life History Theory. Three studies provide evidence for phenotypic mimicry, in which consumer product features mimicking male secondary sex characteristics indicate investment in mating competition, at the expense of paternal investment. Men owning shirts with larger luxury brand logos were rated higher on mating effort, lower on parental investment, higher on interest in brief sexual affairs, lower on interest in long-term committed romantic relationships, higher in attractiveness to women for brief sexual affairs, lower in attractiveness to women for long-term committed relationships, and higher in developmental environment unpredictability compared with men owning shirts displaying a smaller logo. Participants recognized the strategic use of luxury display properties across social contexts but did not consistently associate product properties with owners’ physiological characteristics.
Compared to women, men have a greater tendency to make conspicuous wealth displays and typically make greater contributions in non-somatic provisioning. Male resource displays often predict future paternal resource investments, however some conspicuous displays may function as mating effort at the cost of investment potential. Men who tend to make such displays may have less interest in long-term relationship investment and commitment and greater interest in short-term sexual relationships. Undergraduates read descriptions of two men purchasing automobiles with the same budget. One man purchased a new car for the sake of reliability (frugal investment), the other purchased a used car and allocated the remaining funds to conspicuous display features (new paint, larger wheels, louder sound system). Participants rated each character on life history characteristics, relationship interests, and relationship attractiveness. Participants rated the man who invested in flashy display higher on mating effort, lower on parental investment, higher on interest in brief sexual affairs, lower on interest in long-term committed romantic relationships, higher in attractiveness to women for brief sexual affairs, and lower in attractiveness to women for long-term committed romantic relationships, compared to the man with a frugal investment strategy. Participants demonstrated an intuitive understanding that some male conspicuous displays can indicate faster life history strategies. Human male luxury displays associated with high mating effort life histories may mimic the properties of male secondary sexual characteristics across species, and these displays may be more prevalent in environments fostering faster life histories.
Resource displays are an important aspect of male mating effort. Males with relatively higher mating effort may invest proportionally more in economic display at the expense of savings and paternal investment. We predicted that aftermarket motor vehicle modifications would influence perceptions of male vehicle owners. Male owners of vehicles with upgraded wheels, compared to owners of vehicles with stock wheels, would be rated 1a) higher on mating effort, 1b) lower on parental investment, 2a) higher in interest for brief sexual affairs, 2b) lower in interest for long-term committed romantic relationships, 3a) higher in attractiveness to women for brief sexual affairs, and 3b) lower in attractiveness to women for long-term committed romantic relationships. We used before and after modification images of a Jeep Rubicon and Chrysler 300. Results for ratings of Jeep owners supported all hypotheses, but only for male participants. Results for ratings of Chrysler 300 owners supported hypotheses regarding life history dimensions (1a and 1b) and attractiveness to women (3a and 3b) for all participants. Results for ratings of Chrysler 300 owners' relationship interest (2a and 2b) fit the predicted pattern for the upgraded vehicle, but not in comparisons with the stock vehicle.
This study documents that men and women experience and perform consumer shopping differently, and in ways consistent with adaptations to the sexually dimorphic foraging strategies utilized during recent human evolution. There is an abundant literature on sex differences in spatial abilities and object location that follow from the specific navigational strategies associated with hunting and gathering in the ancestral environment. In addition to sex differences in navigational strategies, the unique features of hunting and gathering may have influenced other aspects of foraging psychology that underlie sex differences in modern male and female shopping experiences and behaviors. Scales were developed to assess several aspects of shopping psychology that may be based on sexually differentiated ancestral adaptations. Results generally confirmed the predicted directions of sex differences. Compared to men, women relied more on object oriented navigation strategies and scored higher on skills and behaviors associated with gathering, the degree to which shopping is seen as recreational, the degree to which shopping is a social activity, and the tendency to see new locations as opportunities for shopping. Men scored higher on skills and behaviors thought to be associated with hunting. Most effect sizes were moderate or strong. These results suggest that shopping experiences and behaviors are influenced by sexually divergent adaptations for gathering and hunting.
Cross-culturally, male economic power is directly related to reproductive success. Displays of wealth and social status are an important part of human male mating effort. The degree of male financial consumption may be related to variance in life history strategies, as differences in life history patterns are fundamentally differences in the allocation of effort and/or resources. Males who have higher mating intentions may maximize their economic displays, saving little and even spending beyond their capacity through the use of credit. These men may seek and possibly obtain a greater number of sexual partners. This hypothesis was tested in a randomly selected community sample of men aged 18-45 included in a telephone health interview. The degree of financial consumption was directly related to future mating intentions and past mating success, even when accounting for age, years of education completed, and marital status. The degree of financial consumption was not related to future mating intentions or past mating success for women in the same sample.
Adults in many species exhibit exchanges in reproductively relevant currencies, where males trade resources for sexual relations with females, and females have sex with males in exchange for provisioning. These exchanges can occur outside of a long-term partnership, which itself could be considered a commitment to the accessibility of reproductive currencies provided by each partner. The current study investigated whether young adults who are not in acute need of resources intentionally attempt reproductive currency exchanges outside of dating relationships or formal committed relationships such as marriage; and whether young adults have awareness of being the target of such attempts made by others. College students (N = 475) completed a brief survey assessing their own attempts to exchange reproductively relevant currencies, as well as others' attempts to make these exchanges with them. Men were more likely to report making attempts to trade investment for sex and women were more likely to report attempted trades of sex for investment. Participants' experiences of exchange attempts initiated by other individuals mirrored these patterns. Men were more likely to report another individual trying to trade sex for their investment, and women were more likely to report another individual trying to trade investment for sex with them. The vast majority of these attempted exchanges took place outside of existing relationships, although a small portion did lead to short or long-term relationships.