MINNEAPOLIS – A new study conducted by the University of Minnesota indicated that men with well-dressed girlfriends get hit on less.
In particular, men with girlfriends who wear designer handbags and shoes were less likely to find themselves the target of flirts, the study said.
Researchers said they conducted five experiments with about 650 women of all ages and relationship statuses. They said they discovered that women's luxury products often function as a “signal” directed at other women who might normally 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," said Vladas Griskevicius, Carlson School of Management Associate Professor. "When a woman is flaunting designer products, it says to other women ‘back off my man.’"
The study concluded: "Regardless of who actually purchased the items, other women inferred that the man had something to do with it and is thus more devoted to her."
More: Read complete study