Here's a new study on the impact of testosterone (T). In a placebo-controlled experiment of 243 men, giving a dose of T increases preference for status brands over brands of similar perceived quality but lower status. T also makes men have more positive attitudes toward high-status goods, but does not affect how they feel about power-enhancing or high-quality goods.
Interesting how T makes us like status, not power. I guess the difference is that power is not necessarily socially-approved, but status is.
This study did not include women, but it appears that T makes men more concerned with rising in the social hierarchy, and we signal our position through status goods. This has gotten to be a more subtle game as elites have embraced the t-shirts and shabby jeans of the working man, but our nature cannot escape hierarchy.
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