Men Who Wear Large, Flashy Designer Logos More Likely To Cheat, According To Study

It's usually a sign someone has a lot of money and taste in expensive things, however a large, flashy designer logo has some pretty rough negative associations.

Researchers at the University of Michigan wanted to see what people's perceptions were on the wearing of 'in-your-face' branding on clothing.

In a study published in the Personality and Social Psychology Bulletin, it found men who don this type of clothing are more likely to be scumbags.

The study's author, evolutionary psychologist Daniel Kruger told the Daily Mail: "Rather than being a reliable and honest signal of future paternal investment, displays of luxury goods may sometimes represent investment in mate attraction, which is at the expense of future investment in offspring.

"Luxury displays featuring exaggerated size, coloration, and sound may indicate relatively greater investment in mating effort.

"Large luxury product logos enhance social competitiveness and mate attraction, whereas small logos enhance perceptions of trustworthiness and reliability."

Hundreds of students at the university were shown two different polo shirts, one with a humble, small logo and another with a very large logo.

The students were asked a range of questions about what they thought about the type of person who would wear both tops and were told to rank their answers on a scale of one to 100.

The study found people believe those who wear the polo with a larger logo 'rated higher on mating effort and lower on parental investment'.

They also had the perception of being interested in 'brief, sexual affairs' and less interested in 'long-term romantic commitment', aka they just want to bang and then move onto the next person.

These people were also less sexually interested in partners who wanted longer-term partnerships.

While there's nothing inherently wrong with that type of behaviour, the researchers found the participants in the study also believed wearers of the flashy, large designer logos were more likely to cheat on their partners. They were also more likely to knowingly flirt with someone else's partner.

Researchers wanted to see whether women were more attracted to men who wore the larger logos and whether it had any other types of effects on them. Turns out, it's a massive turn off.

Men also revealed they would usually opt for a smaller logo if they were heading out to a public event.

Featured Image Credit: Cavells

Topics: News, Interesting

Stewart Perrie

Stewart Perrie is a Trending Journalist at LADbible. His first job was as a newsreader and journalist at the award winning Sydney radio station, Macquarie Radio. He was solely responsible for the content broadcast on multiple stations across Australia when the MH17, Germanwings and AirAsia disasters unfolded. Stewart has covered the conflict in Syria for LADbible, interviewing a doctor on the front line, and has contributed to the hugely successful UOKM8 campaign.

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