Luxury Products Serve As Signaling System


    Women buy designer shoes and handbags to prevent other women from stealing their man, says a study at the University of Minnesota. In a series of five experiments with 649 women (of varying ages and relationship statuses), researchers say they discovered that women’s luxury products often function as a signaling system directed at other women who pose a threat to their romantic relationships. The two leads on the study say they found that a “woman who is wearing luxury items and designer brands is perceived to have a more devoted partner and, as a result, other women are less likely to flirt with him.” The researchers say that regardless of who actually purchased the items, other women inferred that the man had something to do with it and that he is, therefore, more devoted to her.