Chapter 1
The allure of the rare
Chapter 2
Showing off to survive
Chapter 3
How the brain prices luxury
Chapter 4
Global cultures of status
YOUR GOAL
Master of The psychology of the price tag
Ch 2 · Showing off to survive
louisvuitton The Handicap Principle
Heaviest tail, highest leap, survival isn't cheap!
louisvuitton Bright graphics show a brain copying a celebrity's desire for a luxury watch.
louisvuitton A plain gray hoodie sits under glowing holographic charts on a dark background
Fun Fact
The Birkin index: Research shows that Hermès Birkin bags have historically outperformed the stock market, averaging a 14% annual return.
Quiz
Which university conducted the 2014 study on luxury consumers and 'quiet luxury' counter-signaling?
Quiz
Which philosopher developed the theory of 'mimetic desire,' stating that we copy other people's desires?
Quiz
Which biologist proposed the 'handicap principle' to explain why animals develop costly physical traits like peacock tails?
Quiz
What must a customer usually do before they are allowed to purchase a brand-new Hermès Birkin bag?
Quiz
In what year did Hermès introduce the famous Birkin bag, named after actress Jane Birkin?
Quiz
What is the term for when extremely wealthy people wear plain, unbranded clothing to signal high status?
Quiz
According to the 'handicap principle,' why does a peacock's heavy tail attract mates?