Winner takes all: Success enhances taste for luxury goods, study suggests

(University of Cambridge) Footballers in flashy cars, City workers in Armani suits, reality TV celebrities sipping expensive champagne while sitting in hot tubs: what drives people to purchase luxury goods? New research suggests that it may be a sense of being a 'winner' -- but that contrary to expectations, it is not driven by testosterone.

from EurekAlert! - Social and Behavioral Science http://ift.tt/2jEwJhi