Sex is not only used for sex. This may come as shocker to most of us but sex runs more than just reproduction (and pleasure) at least from the human species perspective. One of this is our economics.

We all understand that it is better to buy cheaper things if they are able to satisfy the same want as the expensive stuff. But as humans we have an almost insatiable desire to buy relatively expensive things. We tend to purchase things in the upper quatile of our purchase capability. Why is this? Well it boils down to SEX.

This type of wanton purchase is explainable evolutionary. When our ancestors were in the Savannah, the strongest male was always the more desirable to females and the more curvaceous a female was the more she was desirable to males (my girlfriend is very curvaceous). And it is this simple explanation that has driven the consumption of goods and services in the entire history of economics and commerce.

In the present world the most desirable male is one with power. And the amount of power one has is directly proportional to the amount of money one makes or ones position in the social ladder. But keeping in mind the fact that there are more relatively poor people than there are wealthy people; the proverbial 1%, how could this theory really be true? And how can a girl’s curves affect how we buy products.

National and Global brands, corporations, and even private ventures use this fact to make as much profit as possible. When a global insurance company such as AON sponsor sports teams or when Christian Dior dresses an actress or when Akon advertises Coca Cola, we all instinctively know these are powerful brands and we want to associate with them so that some of their ‘power’ may be reflected on us. When a girl tries to dress like Rihanna by buying cheaper (but relatively expensive) versions of Rihanna’s clothes or shoes what she is trying to do, though unconsciously, is elevate her sex appeal.

This goes further than just clothes. If you Google pictures of the most expensive alcoholic drink brands you will find that the bottles that hold this drinks are not curvy. They have a manly posture. I bet you have heard of the phrase ‘tall, dark and handsome’ well the bottles are usually tall or have a tall neck and if the bottles are not dark, then the drinks within are dark. Typically all cheaper drinks have these characteristics so the men who drink them can increase their sex appeal. Though they do this unconsciously.

looks like tall men to me

Every man wants a curvy girl and every girl wants to be curvy. If one goes to a fridge in a supermarket to buy any soft drink or soda, 90% of all the brands in the said fridge will have curvy bottles. From Coca Cola products, to Pepsi products, to bottled water, they all have a distinctive or alluded 8 shape. The shape of a curvy girl. This makes the bottle appear ‘beautiful’ and since it has the shape that men like in women and it has the shape every girl wants, they are purchased more often that the average bottle shapes.

note the lady curves these bottles have.

Advertisements have taken to use model or famous personalities to make their products appeal to a larger chunk audience.

This theory has been proven through experiments. CT and MRI scans of subjects being shown expensive and cheap products have revealed that the above is true. During the show of cheap products nothing much happened in the participants brains. However, when expensive products were displayed, the pleasure parts of the brain lit up (something to do with the Nucleus accumbens releasing dopamine). This is the same area that lights up when we have sex or think of sex.

So as explained above, it is quite easy to see why you like buying what you buy.



2 thoughts on “HOW SEX DRIVES OUR PURCHASING BEHAVIOR (by Elvince Ager)

  1. i may concur with you to some extent but i beg to differ with you on some of your point out. am not yet convince the designers of the beverages bottle was having that theory in mind. according to my opinions the design of soft drink bottles such as coca cola and fanta did not have opinion of curviness in mind but s/he did it for the purpose of easy handling of the drink i.e the hand may have tight grip on then reducing the chances of them being slippery and fall off the hand.


  2. Well i do get your point of argument and i confess i did not ask the manufacturers the real reason behind the shape of the bottles. However from the brain scan data and by fact that large companies employ marketing psychologists, it seems that the psychology of the buy is what is in the hunt.

    Although we like to think of ourselves as rational creatures, absorbing information, weighing it carefully, and making thoughtful decisions, many of our most crucial choices are made by what we call hunches, gut feelings and a somewhat automatic reaction that is beyond or beneath consciousness. We like to refer to this feeling as intuition (“I have a very good feeling about this house”), but the reality is that this “intuition” is an established part of emotion-based learning. you can get more here and here


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