A new study conducted by researchers at University of Minnesota suggests that some women tend to purchase luxury items in order to prevent other women from stealing their man.
The researchers carried out a series of five experiments involving over 649 women of different ages and relationship statuses. They found that women often purchased branded luxury items when they felt threatened from other women in their relationship. Luxury items are also seen as a sign that their partner is devoted to men and made it less likely that other women flirted with their man.
"The feeling that a relationship is being threatened by another woman automatically triggers women to want to flash Gucci, Chanel, and Fendi to other women. A designer handbag or a pair of expensive shoes seems to work like a shield, where wielding a Fendi handbag successfully fends off romantic rivals", lead researcher Yajin Wang said.