Higher testosterone levels are apparently driving men to luxury goods

<em>Bugatti Chiron</em>

A new study published this week by a collaboration of very serious academic institutions has come up with a finding that's equal parts trivial and amusing: higher testosterone levels in men have been shown to stimulate a higher preference for luxury or status symbol goods. Authored by researchers at Caltech, the Wharton School, INSEAD, ZRT Laboratory, and the Sorbonne University, the study suggests there's a measurable causal relationship between the hormone testosterone and a person's desire for higher-status brands and goods.

So if you thought you liked the Bugatti Chiron because of its otherworldly performance numbers, its opulent materials, or its striking looks, think again. You're obviously just responding to your masculine need...

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