Those who can afford luxury brands tend to buy and show off, and the myriad social benefits associated with affluence and high social status make such practices unsurprising. But a recent study found that in some cases the practice can also be detrimental, as it is seen as more self-interested than cooperative . The study was published in the Journal of Personality and Social Psychology. The researchers designed a version of the Prisoner’s Dilemma game in which participants decide whether to choose partners, some of whom wear luxury brands such as Louis Vuitton or Gucci, to cooperate. The results showed that participants were more likely to work with partners who wore unbranded clothing. Subsequent questionnaires revealed that participants believed these individuals were more self-interested.
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