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Winner takes all: Success enhances taste for luxury goods, study suggests
 

Winner takes all: Success enhances taste for luxury goods, study suggests

Footballers in flashy cars, City workers in Armani suits, reality TV celebrities sipping expensive champagne while sitting in hot tubs: what drives people to purchase luxury goods? New research suggests that it may be a sense of being a 'winner' -- but that contrary to expectations, it is not driven by testosterone. ... read more

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