Exploring the Relationship Between Female Conspicuous Consumption and Mating Goals

ABSTRACT This study explores the relationship between female conspicuous consumption behaviors and mating goals (i.e., mate attraction or mate guarding) from an evolutionary psychology perspective as well as male response and attitude toward these behaviors. Study 1 demonstrates that females with high power are more likely to engage in conspicuous consumption under mate‐guarding conditions, whereas those with low power are more inclined to do so under mate‐attraction conditions. Study 2 reveals that males associate females who prefer luxury brands with higher financial expectations from their partners and that conspicuous consumption may deter males' affiliative behaviors. Additionally, males tend to perceive females as more authentic when their conspicuous consumption aligns with their level of power, enhancing their perceptions of physical attractiveness and eliciting more positive reactions. Conversely, if there is a discrepancy between female power and consumption behavior, males respond negatively. These insights not only contribute to the fields of evolutionary and consumer psychology by illustrating how consumer behaviors can be interpreted through the lens of human mating strategies but also inform marketing strategies. The current research suggests that understanding the underlying motivations for consumer preferences for luxury goods can lead to more effective marketing approaches and open new avenues for research on the evolutionary psychology of human mating.