Testosterone and status

Luxury products play a fundamental role in social hierarchies. Thorstein Veblen in The Theory of the Leisure Class, defines these products: positional goods. Products that can describe their status and their social position. According to research published (2018) in Nature Communications, testosterone levels increase men's preference for status brands, compared to similar perceived but inferior quality... Continue Reading →

It’s not just a bag!

The fashion product, in contemporary society, represents an extension of the self. The dimensions that compose it are more complex; can be described through 4 dimensions: functional symbolic social emotional The goods we buy, such as a bag, represent a system of communication towards ourselves and others, which allows us to express our personality. The... Continue Reading →

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