Testosterone at your fingertips: Digit ratios (2D:4D and rel2) as predictors of courtship‐related consumption intended to acquire and retain mates

Abstract

While hormones have been shown to impact a wide range of behaviors, little is known regarding their influence on consumer behavior. The current research examines the association between digit ratios and courtship‐related consumption. Digit ratios (2D:4D and rel2) are indicators of prenatal testosterone exposure and are assessed by measuring finger length. In Study 1, masculinized digit ratios (low digit ratios, high prenatal testosterone) in men were associated with greater courtship‐related consumption to acquire mates, and this association was stronger for men with high mating confidence. In women, feminized digit ratios (high digit ratios, low prenatal testosterone) were associated with greater courtship‐related consumption to acquire mates. In Study 2, men with masculinized digit ratios engaged in greater courtship‐related consumption by offering romantic gifts as a means of retaining mates. In women, feminized digit ratios were associated with greater romantic gift giving. Our findings suggest that high prenatal testosterone in men leads to greater courtship‐related consumption, whereas low prenatal testosterone leads to greater courtship‐related consumption in women.

The Effect of Testosterone Administration and Digit Ratio (2D:4D) on Implicit Preference for Status Goods in Healthy Males

“…For example, individuals with lower 2D:4D (i.e., more masculinized) were more responsive to the status-related consumption experience such that they were more interested in luxury goods after being primed by mate attraction goals or status display goals (Cornelissen and Palacios-Fenech, 2016 ). Lower 2D:4D (i.e., more masculinized) was also associated with greater desire to offer erotic gifts to a romantic partner among men with high mating confidence (Nepomuceno et al, 2016a ). In one study, salivary testosterone levels increased after driving an expensive sport car (compared to an old station wagon), and this effect was stronger if the experiment took place in a busy downtown area (compared to a semi-deserted highway).…”

Consumer Behavior, Hormones, and Neuroscience: Integrated Understanding of Fundamental Motives Why We Buy

“…Testosterone affects fundamental motivations, including mate retention, mate acquisition, and status. Previous studies show that testosterone relates to erotic gift-giving (mate retention; Nepomuceno et al, 2016a), courtship-related consumption (mate acquisition; Nepomuceno et al, 2016b), and status consumption (status attainment; Saad & Vongas, 2009;Nave et al, 2016).…”

“…A second study tested for the relationship between testosterone and mate acquisition motives on courtship-related consumption (Nepomuceno, Saad, Stenstrom, Mendenhall, & Iglesias, 2016b). Courtship-related consumption was defined as consumer behaviors used to woo potential or current mates.…”

O Uso de Biomarcadores em Pesquisas de Marketing

“…Uma medida biológica não decorrente de estimulação neural aguda, mas que está ganhando espaço nas publicações de pesquisa em administração e, portanto, merece destaque, é a medida chamada 2D:4D, ou digit ratio (Nepomuceno, Saad, Stenstrom, Mendenhall, & Iglesias, 2016). Trata-se da razão entre o tamanho do segundo dedo da mão direita -popularmente chamado de indicador -e o quarto dedo da mesma mão -ou dedo anelar.…”