Reminders of the Sun Influence Men's Attitude towards Luxury Products

Consumers purchase luxury products for various reasons including expressing personal values and mimicking successful others. An evolutionary perspective suggests different motives; females seek mates who have resources that help provide for their offspring. Thus, males use luxury products to signal their resources and attract females. When motivated with mating goals, males prefer luxury products. In this research, we investigate how a nature related variable associated with human mating can influence men's preference for luxury products. The different seasons and human conception are correlated. Conception peaks during the summer months. Photoperiod-length of daylight-has been found to be the strongest predictor of seasonality of conception. We investigate how reminders of the sun affect male consumers' preference for luxury products. Our studies provide evidence that sun reminders positively affect males (but not females) attitude towards publicly used luxury products. This effect is mediated by sexual motivation. Men who live further away from the equator are more alfected by the effect of sun reminders.