5 Key Takeaways

• 1

  Higher fertility in women is linked to a greater preference for conspicuous luxury, especially for personal use.

• 2

  Three studies assessed women's luxury preferences during high and low fertility phases using various methodologies.

• 3

  Women preferred larger luxury logos for themselves during high fertility, while smaller logos were preferred for others.

• 4

  Purchase intentions for publicly worn luxury items increased during high fertility, but decreased for privately used items.

• 5

  The belief that men notice designer clothing influenced women's luxury choices, with effects varying by fertility status.