Conspicuous logos and clothing colors influence perceptions of men’s mating priorities and attractiveness

New research published in Evolutionary Psychological Science found that exaggerated features in luxury goods can influence perceptions of men’s behavioral strategies.

Conspicuous consumption, where individuals display wealth through luxury products, could be a tool for social differentiation. Evolutionary psychologists tend to focus on its function in mate attraction, suggesting that men’s luxury displays signal potential paternal investment. In this work, Daniel J. Kruger investigated an alternative theory, proposing that some of men’s conspicuous consumption signals mating effort over paternal investment. Read more at PsyPost.