Affluent men are status conscious. So are affluent women. According to American Demographics, men and women perceive status and status enhancement in different ways. Men compete with other men for status. It is a competition based on pure comparison. The comparison takes place at every level. Cars, houses, watches, clothes, yachts, cigars and yes, athletics. When an affluent male sees another affluent male, who appears to have more status, the game is on. It is not about the game, it is about winning the game. Which explains why Larry Ellison ordered a new yacht to replace his old one. While cruising the Mediterranean, Ellison pulled into Monaco for the night. To his dismay, his yacht was the second longest in the harbor. The longest yacht belonged to Paul Allen, who founded Micro-Soft along with Bill Gates. Larry Ellison had to have the biggest yacht in the harbor. And his yacht had to have the finest and most luxurious appointments. So Larry Ellison immediately ordered a new yacht to be custom-built for him. It would be fifty feet longer than Paul Allen’s yacht.
For affluent men, status is a “gut” reaction and involves what they perceive as a “winning image.” This winning image is established by marketing in popular media outlets: magazines, the internet, television. Affluent men see what other affluent men are buying, so they buy too. In other words, they buy what they see everyday, because what they see everyday is what they come to desire. To validate themselves and their status, affluent men want what their peers have and, if possible, something a little bit better.