Luxury products' role in relationships

Study shows women's pricy purchases can keep rivals away from their mate MINNEAPOLIS / ST. PAUL (07/24/2013) —Purchasing designer handbags and shoes is a means for women to express their style, boost self-esteem, or even signal status. New University of Minnesota research suggests some women also seek these luxury items to prevent other women from stealing their man. Through a series of five experiments featuring 649 women of varying ages and relationship statuses, Carlson School of Management Associate Professor Vladas Griskevicius and PhD student Yajin Wang discovered how women's luxury products often function as a signaling system directed at other women who pose a threat to their romantic relationships. "It might seem irrational that each year Americans spend over $250 billion on women's luxury products with an average woman acquiring three new handbags a year, but conspicuous consumption is actually smart for women who want to protect their relationship," says Griskevicius, coauthor of The Rational Animal: How Evolution Made Us Smarter Than We Think. " When a woman is flaunting designer products, it says to other women 'back off my man.'" Griskevicius and Wang first investigated what other women infer about a woman's relationship partner based on the luxuriousness of her possessions. "We 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," says Wang.