The rival wears Prada: luxury consumption as a female competition strategy.

Have you been coveting the latest Manolo Blahnik heels or Prada bag? If so, have you ever stopped to think about why? Well, according to this study, it might be related to competition with other women. Here, the researchers had women read different scenarios related or not related to mate competition (see below) and then later asked how interested they were in buying different luxury products (a designer dress or a smartphone). The women who read the scenarios related to competition with oth

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