A new study found that men who wear shirts with large logos of luxury brands are usually seen as promiscuous. Meanwhile, those who wear shirts with small logos are seen as trustworthy and reliable.
The study by an American psychologist, entitled "Phenotypic Mimicry Distinguishes Cues of Mating Competition From Paternal Investment in Men's Conspicuous Consumption," was published in the journal of Personality and Social Psychology Bulletin aims to know whether the blingy clothing of men appears to be more attractive to women.
The theory used in the study was that women would be more attracted to those audacious displays of wealth by men because it signals that a man has economic power and the ability to invest in reproduction or their offspring's future. However, the results of the study did not agree with their theory.
Large Luxury Logos Represent Investment in Mate Attraction
Evolutionary psychologist Daniel Kruger from the University of Michigan conducted a study about men wearing large luxury logos.
He said that wearing this type of shirt may sometimes represent an investment in mate attraction rather than as a reliable and honest signal of future paternal investment, MailOnline reported.
"Luxury displays featuring exaggerated size, coloration, and sound may indicate relatively greater investment in mating effort," he said. "Large luxury product logos enhance social competitiveness and mate attraction, whereas small logos enhance perceptions of trustworthiness and reliability."
The study used the example of the Ralph Lauren Polo brand with a logo printed on the left breast, either small or large. They were asked to rate men based on how attractive they would be to women when wearing either type of shirts or determine their preference in relationships based on duration.
They also asked another group of participants whether they will choose to wear large logos or small logos when attending gatherings, like a family reunion or a party where their crush will also be attending.
The results suggest that men who own large logos were more invested in mating attraction than becoming parents. Similarly, they are also more interested in short-term relationships than long-term.
But men said that they would also be more likely to wear shirts with large logos when in a situation where they are competing for social dominance, such as for a leadership role or when attracting a mate.
In contrast, they would more likely wear shirts with smaller logos when attending a job interview or when meeting their partner's parents for the first time.
The study also noted that women's expectations of men's behavior largely matched with the responses of the opposite sex.
Promiscuity in Men and Women
According to WebMD, men and women are born with some sense of promiscuity. However, the level of it could vary by gender.
Evolutionary psychology suggests that both genders evolve their strategies for seeking partners. David P. Schmitt, Ph.D. of Bradley University, said that both men and women are programmed to be monogamous and promiscuous in a way.
But men usually opt to have short-term relationships and large numbers of mates. While women may also have short-term relationships but they become more discerning.