A BIOLOGICALLY CULTURAL VIEW OF THE PURCHASE AND DISPLAY OF LUXURY PRODUCTS

Abstract

Objective: This article aims to discuss the adaptive function of consumption, emphasizing the male consumption of luxurious products. Method: This is a narrative and critical review of the scientific literature. Results: The evidence gathered suggests that men who boast luxurious products use the material means of available culture (e.g., luxurious cars in an industrialized society and hunting skills in a traditional society) to exaggerate and display attractive characteristics in the “love market”. Relevance: This study expands the existing literature by discussing the evolutionary functions of consumption and the differences between distal and proximal causes of conspicuous consumption. Contributions: This study integrates previous research results on men’s luxury product consumption, giving them a rationale from Evolutionary Psychology.