After measuring their testosterone levels through saliva samples, researchers randomly administered either a testosterone (n=125) or a placebo (n=118) topical gel to 243 males.
Then, the team asked the subjects to choose between clothing items differing in their association with social status (study 1).
In a second study, participants were asked to choose between watches described to sound status-enhancing, power-enhancing, or simply of better quality.
Results showed that boosting T. levels did influence the participants’ choice and preference for high-status goods. The same was not true for power-enhancing products.
Interestingly, baseline T. levels were also predictive of such a preference.
Source: Nave et alia (2018)