The CBC reports the stunning findings from a new study just published in the journal Organizational Behaviour and Human Decision Processes:
Researchers at Concordia University's John Molson School of Business in Montreal took 39 willing young men and let them take a cruise in a $150,000 Porsche 911 Carrera Cabriolet.
The men were then asked to drive a 16-year-old Toyota Camry. They drove each vehicle once on a busy street where they would be seen by women, and then again on a quiet road. After one hour, the men's saliva was tested for testosterone.
The researchers found that in the sedan, the men's hormone levels remained low, but in the sports car, testosterone levels stayed high — with or without an audience.
"In other words, just put a guy in a Porsche, and his testosterone levels shoot up, whether people watch or not," said marketing professor Gad Saad, the study's lead researcher.
What's next? Scientific reseearch finds that men like pretty women and good whiskey. (Well, real men anyway.)
Go read more about this important study* here.
*All right, all right, I don't need to be so snarky. The finding that testosterone is elevated after driving a swank car is mildly interesting and is very much in line with the recent finding that testosterone levels jump when a professional trader makes a killing in the market.