Advancing the Understanding of Phenotypic Mimicry in Men’s Conspicuous Consumption

Two studies advance the understanding of phenotypic mimicry in consumer products. Product features mimicking more prominent male secondary sexual characteristics are associated with men’s behavioral strategies which are higher in mating effort and lower in paternal investment in offspring, in parallel with reproductive strategies across species and within the human population. The first study demonstrated a continuous relationship between the sizes of luxury brand logos and perceptions of the owners’ life histories. Two partial replications reproduced Study 1 results. Study 2 demonstrated that a manipulation of coloration, another fundamental dimension of variation in secondary sex characteristics, generates a similar pattern of results. In both studies, men owning shirts with more prominent sensory characteristics were believed to use authority and intimidation as strategies for advancing social status, whereas men owning shirts with less showy characteristics were believed to demonstrate useful abilities and foster cooperative alliances. Participants also recognized the strategic use of luxury display properties across social contexts.