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Do you only buy purses, clothes and shoes with designer names on them? You may be sending a message to other women.
According to new research, women may buy certain luxury items to specifically signal their committed relationship to competing women.
Conducted at the University of Minnesota, the study involved 649 single and taken women of varying ages.
The findings also revealed it does not matter who purchased the item because the psychological effect appears to be the same.
In addition, women who perceived their romantic relationship to be in jeopardy were found to spend 32 percent more on luxury items.
“Women who perceived their relationship to be in
jeopardy spent 32 percent more on luxury items.”
“When a woman is flaunting designer products, it says to other women ‘back off my man,’” said Vladas Griskevicius, an associate professor at the Carlson School of Management.
Researchers suggests a woman wearing designer brands is frequently perceived to be in a committed relationship with a devoted partner.
“The feeling that a relationship is being threatened by another woman automatically triggers women to want to flash Gucci, Chanel and Fendi to other women,” said Ph.D. student Yajin Wang. “A designer handbag or a pair of expensive shoes seems to work like a shield, where wielding a Fendi handbag successfully fends off romantic rivals.”
According to Griskevicius, men who have trouble discerning the true value of designer goods have no need to worry.
“Women’s designer products are geared to show off to other women, not men.” he said.