The article doesn’t go as far as to make any explanations so I’ll drop what I think is happening: the tall masculine figure is making the targeted men insecure

The article doesn’t go as far as to make any explanations so I’ll drop what I think is happening: the tall masculine figure is making the targeted men insecure (the shorter, lower test level men) about their masculinity and they make up for it by buying luxury goods, which is an alternative expression of masculinity (think expensive whiskies and fine taste). It of course doesn’t affect women because they aren’t threatened, and it doesn’t affect men who are already physically masculine because they’re secure there. And now I wonder if you can run variations: 1. Have some well dressed guy in a suit lead underdressed buff guys buy clothing because they’re insecure about their appearance 2. Have skinny women lead more overweight women to buy health products that promote weight loss