People have been trying to figure out the rules of attraction since Adam flashed his fig leaf to Eve, Cleopatra bared her asp for Mark Antony and Marilyn Monroe wiggled her way across the silver screen. We still haven’t completely figured out what makes someone attractive to others, but people keep working on deciphering the ages old psychology of attraction.
A recent study that aimed to unravel the psychology of attraction focused on the superficial. Are women more attracted to men who drive fancy cars, sport serious bling or dress to impress than they are to men who drive economy cars and wear clothing and accessories that may not qualify them for the Best Dressed List? Do women look for the trappings of wealth when seeking a mate – or are they looking for something more?
The research, conducted at Rice University, the University of Texas-San Antonio and the University of Minnesota, finds that men’s conspicuous consumption of fancy cars, clothing and jewelry is motivated by their desire to have uncommitted romantic flings. So basically, some men go to the car dealer with the intention of buying a car that, in his mind at least, tells the world that he is ready for some quick and short-term action. Hm, I can see that. I know of several men who, as soon as their divorces were finalized, dashed to the car dealer and bought the hottest, sportiest, flashiest cars they could afford. (They also bought hair. Uh huh, they did. The study didn’t mention hair at all, but I’ve observed that, for men at least, fancy cars and a new head of hair often go hand in hand.)
The research, titled Peacocks, Porsches and Thorstein Veblen: Conspicuous Consumption as a Sexual Signaling System, was conducted with nearly 1000 test subjects and is published in the Journal of Personality and Social Psychology. “This research suggests that conspicuous products, such as Porsches, can serve the same function for some men that large and brilliant feathers serve for peacocks,” says Jill Sundie, assistant professor of marketing at UTSA and lead author of the paper. Researchers explain that men, similar to peacocks and males of other species that flaunt their feathers to attract females, flaunt flashy products to attract mates. But, say the researchers, this isn’t true for all men – just the ones interested in short-term sexual encounters.
But are women falling for it? Is a man in a Porsche more impressive than a man in a Ford Focus?
Well, yes and no, says the research. While women found the flashy guy more desirable for a date, he was passed over when women thought of their ideal marriage partner. Women inferred from a man’s flashy spending that he was interested in uncommitted sex.
“When women considered him for a long-term relationship, owning the sports car held no advantage relative to owning an economy car,” says co-author Daniel Beal, assistant professor of psychology at Rice. “People may feel that owning flashy things makes them more attractive as a relationship partner, but in truth, many men might be sending women the wrong message.”
Yeah, but we’re not buying it. Women who are looking for a long-term relationship can see right through the fancy car, expensive watch, designer clothes and even the luxuriously full head of hair that belies a man’s chronological age.
But what about women? Do they make purchases with the intention of attracting a mate, even for the short term?
Nope, says the research. “Obviously, women also spend plenty of money on expensive things,” Sundie said. “But the anticipation of romance doesn’t trigger flashy spending as it does with some men.”
The researchers don’t say how, if at all, this information is applicable to everyday life. But, I am definitely going to accompany my husband to the car dealer the next time he’s in the market for a new car. And, if he brings up the subject of hair transplantation, well, he’s toast.
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I would be wary of the expensive trappings. They may be nice, but I would wonder why.
Interesting … you echo the findings of the study in my post. But, what about hair?