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Six studies and two follow-ups conducted in controlled and field settings show that the mate screening motive boosts women’s consumption of luxury goods as a way to signal their mating standards to men and thereby deter undesirable pursuers. The present research conceptualizes a mate screening motive, which explains how women use luxury consumption to romantically signal to men. However, little is known about the role of luxury consumption in women’s romantic endeavors. Previous research has found that for men, activating a mating motive increases luxury consumption as a way to attract a romantic partner.
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