Author | Mo Tiantian
Can I hug you, Burberry?
Let me put Gucci on your shoulder.
If we want Fendi tomorrow,
Let me cry happily.
Can I hug you, Burberry?
Let me do it for the last time, Chloe.
You are not d &；; G
I will laugh. Lu is leaving soon.
……
This is a very popular "luxury song" in Tik Tok, which links the names of many luxury brands without any contradiction. This very expensive song has been enthusiastically sought after by netizens, which shows people's sincere enthusiasm for luxury goods.
In China, people spend as much as 654.38+050 billion yuan on luxury goods every year, of which the majority of female compatriots contribute a large part. Brand-name bags, jewelry, shoes, clothes ... Some women seem to keep moving forward on the road of "buying in buy buy". Why are some women so obsessed with luxury goods?
Many studies have found that luxury goods can improve people's self-esteem and make them more confident. Luxury goods can also show a person's status and satisfy people's show-off psychology. In addition, luxury goods also play an important role in interpersonal relationships. For example, research shows that men can show their economic ability by buying and using luxury goods, thus attracting the opposite sex. So, what is it for women to show off these luxuries? Why do women, especially those they already know, still love luxury goods?
In 20 14, Wang He, a doctoral student at the University of Minnesota, and her tutor Vladas Griskevicus published a study in JCR Journal of Consumer Research. They found that some women go crazy to buy luxury goods in order to show that their partners love them deeply, thus defeating female competitors who pose a threat to their love relationship.
Initially, the researchers found 69 female participants on Mturk to do the experiment. Participants were randomly divided into two groups and both read a short description of a woman dating her partner. In the designer product group, the woman was described as wearing "designer brand clothes and accessories"; In the non-designer product group, women are described as wearing "non-designer clothes and accessories". After reading the description, participants also need to answer questions about how much the other half of the woman has paid.
The results show that women in the designer product group (M=5.40) are considered to have more caring partners than those in the non-designer product group (M=4.82). In other words, most women think that when a woman goes on a date in luxury, their partner will pay more for them. This also gives some women a good reason to buy luxury goods: luxury goods can make other women feel that your boyfriend/husband loves you more!
Figure 2: Luxury goods can make other women feel that your partner loves you deeply.
One of the manifestations of a man's love for you may be that he is willing to spend a lot of money on you, such as buying luxury goods. So, when will these targeted women have a stronger desire for luxury goods? Want conspicuous consumption more?
The researcher asked 137 female college students to do another experiment. Participants were randomly divided into four groups, and all of them read the story of a woman and her partner attending a party. In the guardian group, participants imagined that while waiting in line for drinks, another woman started flirting with her partner; In the attracting partner group, participants imagined that they were single, on vacation and met a very attractive man. In the neutral control group, participants read a story about the laundry process; In the negative emotion control group, participants read a story about finding the lost key.
After reading the story, participants need to consider buying four products (designer bags, shoes, T-shirts and sports cars). Each product has three brands, and participants need to choose their favorite brands. Then, participants need to draw a brand Logo on the product diagram according to their own preferences (Figure 3). Some studies have found that the more people like the big brand Logo, the stronger the desire for conspicuous consumption.
The results show that women in the guardian group (M= 1.6 1) draw larger brand Logo than women in the attractive partner group (M=0.70), neutral control group (0.79) and negative emotion control group (M=0.77). That is, after stimulating women's motivation to protect their partners (such as seeing other women seduce their partners), women's conspicuous consumption desire will be stronger. In other words, when women notice that other women are threatening their love relationship, they want to buy luxury goods more, and their conspicuous consumption desire is twice as high as usual.
So, can buying luxury goods really scare off potential mistresses? Do other women really think that you and your boyfriend/husband are better than gold when they see your luxury bag?
Next, the researchers found 177 female participants on Mturk and conducted another experiment. Participants were randomly divided into four groups, and all of them read the description of a woman and her man attending the party. In the luxury-men spend money group, the woman is described as "wearing luxury bags and expensive jewelry sent by men"; In the luxury-women's spending group, these bags and jewels are described as being bought by women themselves. In the non-luxury group-men spend money, women are described as "wearing unmarked bags and cheap jewelry from men"; In the non-luxury-women's spending group, these bags and jewels are described as being bought by women themselves.
After reading the description, participants need to answer questions about how much the man has done for women. Then, participants need to imagine that they are single, attracted to this man, and evaluate the possibility that they will pursue this man. The researchers also measured whether the participants' mate selection strategies were long-term (looking for a long-term stable partner) or short-term (looking for many unstable sexual partners). It is found that women who follow short-term mate selection strategies are more likely to cheat and be mistresses.
The results show that for women who follow the long-term mate selection strategy, whether it is luxury or non-luxury, whether men spend money or women spend money, it will not have a significant impact on the pursuit of men's wishes (Figure 6, right). In other words, those women who follow the long-term mate selection strategy are not interested in being a mistress.
On the contrary, for women who follow the short-term mate selection strategy, when the woman wears luxury goods (vs. non-luxury goods) bought by herself, it will significantly increase the willingness of these women to pursue the man. However, when women wear luxury goods (vs. non-luxury goods) bought by men, their willingness to pursue men will be significantly reduced (Figure 6, left). In other words, those women who follow the short-term mate selection strategy will reduce their willingness to be a mistress when they see other women wearing luxury goods bought by men.
Women can really scare off potential mistresses by wearing luxury goods bought by their other half. It turns out that this is because when these potential mistresses see a woman holding luxury goods bought by a man, they will think that the man has invested a lot of resources and paid a lot for this woman and loves her very much. So these potential mistresses will also be retired.
Women not only like to "buy in buy buy", but also like luxury goods in buy buy, buy buy. This study tells us that when some women's love relationship is threatened by other women, their conspicuous consumption desire will be stronger. Conversely, conspicuous luxuries such as bags and shoes can also effectively scare off potential mistresses. This is because women spend men's money on luxury goods to show that men love themselves deeply and their feelings are stronger than gold.
In today's society, some women seem to be emotionally passive. They often want to prove their love in various ways, such as buying luxury goods. For some men, I wonder if you have ever wondered why your partner loves to buy luxury goods so much. Maybe they just feel insecure in this relationship.
References:
Wang, Yang, & ampGriskevicius, V. (20 14). Conspicuous consumption, relationships and competitors: the signal of female luxury goods to other women. Journal of Consumer Research, 40(5), pages 834-854.
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Edit | Zhao Xueying