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Hiscox, the insurance brand, conducted the unusual study of how the sound of a luxury car influence on a level of testosterone and a wish to have sex among men and women.

agency: Philipp und Keuntje


Researches gathered a group of 40 men and women and let them listen the recordings of a Maserati, a Lamborghini and a Ferrari, along with
a Volkswagen Polo. After participants listened to these sounds, they measured their levels of testosterone and compared results.

It was found that 100% of female participants had a significant increase in testosterone secretion after listening to the Maserati compared to only half for men.

Men had better results for Lamborghini’s recordings with 60% showing a testosterone increase.

As for Volkswagen Polo, its sound dipped
a testosterone, researches said.

September, 2008.

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