Men who wear large logos less interested in long-term relationships - study

"Luxury brands have long been associated with status."
"Luxury brands have long been associated with status." Photo credit: Getty

Men who wear large luxury logos are likely to be less interested in committing to a relationship and more interested in brief sexual affairs, a new study has found.

The study, conducted by the University of Michigan psychologist Daniel Kruger, looked into the correlation between the display of luxury brands and their approach to a relationship.

Over 300 participants from the University of Michigan were shown two polo shirts with a Ralph Lauren brand - one with a large logo and one with a much smaller logo on the left.

The participants were then asked a range of questions about what they would think of the person who would wear each shirt and rank various traits on a scale from zero to 100.

The results found men who wore larger logos were less interested in long-term romantic relationships and more interested in brief sexual affairs.

The participants rated men wearing larger logos higher on characteristics: "flirts often", "knowingly flirts with someone else's partner" and "would date more than one person at a time".

"Smaller-logo men were perceived as safer bets for long-term relationships," Dr Kruger told The Guardian. "These men were thought to be more stable and reliable, good with children and loyal partners.

"Luxury brands have long been associated with status, though men may display luxury brands for different purposes.

"Subtle displays may be related to more traditional social status and class, whereas showy displays may be flaunting cash that does not last. It is one way of distinguishing dads from cads," Dr Kruger said.

The results of the study were published in the Personality and Social Psychology Bulletin.