Male Preference Research Articles

Patterns of sperm swimming behaviour depend on male mating tactic and spawning environment in chinook salmon

Many species exhibit alternative mating tactics (ARTs), with larger socially dominant males competing for females and smaller males adopting “sneaker” strategies to exploit fertilisation opportunities without competition or courtship. Females typically prefer larger socially dominant males, but their ability to manipulate mating or fertilisation outcomes is largely unknown. Here, using chinook salmon Oncorhynchus tshawytscha, we examined whether the female’s ovarian fluid (OF) differentially influences the temporal patterns of sperm swimming traits in ejaculates from non-preferred sneaker (‘parr’) and preferred (dominant) males. Results demonstrate that OF improves sperm swimming speed and linearity compared to river water, regardless of male mating tactic. We report a novel tactic-specific difference in sperm linearity in which parr male sperm initially maintain straighter trajectories in river water, compared to dominant males, but then rapidly change to less linear and more circular paths over time. Intriguingly, we show that OF counteracts this change in sperm linearity in parr males so that patterns become indistinguishable from dominants when parr sperm swim in OF. Together, these results show that male chinook salmon exhibit differential sperm trait investment strategies depending on reproductive tactic.

Preventing and responding to violence against women: A case study from Vietnam

Violence against women (VAW) has significant detrimental effects on the daily lives of women and the overall development of society. Addressing VAW poses a considerable challenge for nations striving to achieve sustainable development goals (SDGs). Vietnamese society, deeply influenced by Confucianism and Buddhism, continues to perpetuate male preferences. The persistence of gender stereotypes and discrimination shaped by societal norms serves as an underlying cause of VAW in Vietnam. Despite the Vietnamese government’s efforts since 2010 to implement prevention and response programs for gender-based violence, the alarming reality is that nearly 63% of women report experiencing at least one form of violence in their lives. However, various obstacles prevent many of these women from seeking legal protection. These obstacles include inadequate support services, burdensome proof requirements, and fear of re-victimization. Thus, the crucial question of how to effectively eliminate VAW in Vietnam remains a major concern, influencing the nation’s progress toward achieving the SDGs and upholding its commitment as a member country of the Convention on the Elimination of All Forms of Discrimination against Women. This paper analyzes the obstacles Vietnam faces in its efforts to prevent and respond to VAW, aiming to safeguard women’s rights and advance gender equality.

7089 The Effects of Asprosin on Reproductive Parameters in the Rats

Abstract Disclosure: H. Kelestimur: None. Z. Oz: None. M. Ozdede: None. &. Serhatlioglu: None. E. Kacar: None. B. Yilmaz: None. Purpose: Asprosin, a novel glucogenic adipokine produced by the fibrillin 1 (FBN1) gene, is integral to the body's energy regulation processes. Generated and released by white adipose tissue during fasting, asprosin affects the hypothalamic-pituitary-gonadal (HPG) axis, impacting reproduction. While its effects on metabolic parameters are well established, the understanding of its impact on reproductive health and functionality is still emerging. This study investigates the effects of exogenous asprosin administration on the reproductive capabilities of male and female rats. Materials and Methods: Forty-eight Sprague-Dawley rats, 21 days old and weighing 35±2 grams, were divided into control and asprosin-treated groups (n = 12 per group, for both genders). This approach allowed direct comparison between treated and untreated groups. From postnatal day 21, treatment groups received daily intraperitoneal injections of asprosin (500 ng/kg) for ten weeks (male) and eight weeks (female), while control groups received only saline (1 ml/kg). The study examined various reproductive parameters, including those related to pubertal maturation and sexual behavior, and conducted hormonal analyses on blood samples collected at the experiment's conclusion. Results: Asprosin administration did not alter puberty onset or weight in either gender. However, asprosin-treated rats showed significantly earlier sperm formation in males and earlier estrus in females compared to controls. In male sexual behavior, asprosin reduced intromission latency and increased ejaculation frequency. While interaction with females remained unchanged, asprosin notably increased time near males and male preference ratio. The rate of male investigation preference and the activity index (frequency of passing through the test device's center) also significantly increased in the asprosin-treated group. Conclusion: These findings suggest that asprosin may stimulate the reproductive system in both male and female rats. They highlight the potential role of asprosin in reproductive biology and underscore the need for further research to fully understand the mechanisms by which asprosin influences reproduction. Such studies could significantly advance our knowledge in endocrine regulation. Acknowledgement: This study was supported by TUBITAK (Project No: 220S744). Presentation: 6/1/2024

Comparative analysis reveals assortative mate preferences in darters independent of sympatry and sex.

A preference for mating with conspecifics over heterospecifics is fundamental to the maintenance of species diversity in sexually reproducing organisms. This type of positive assortative preference results in sexual isolation, and a reduction in gene flow between species due to differences in mate choice. The proximate and ultimate causes of sexual isolation therefore constitute active areas of research in evolutionary biology. Sexual isolation is often stronger between closely related sympatric species as compared to allopatric species because of processes such as reinforcement. In addition, traditional theories of sexual selection suggest that because reproduction is more costly to females, they should be the choosier sex and play a more central role in sexual isolation. We conducted a comparative analysis of assortative mate preferences in males and females of sympatric and allopatric species pairs of darters (fish genus Etheostoma). We performed a meta-analysis of 17 studies, encompassing 21 species, in which assortative preference was measured when fish were (in most cases) allowed only visual information. As expected, we found stronger preferences for conspecifics over heterospecifics across studies and species. However, we did not find an effect of sympatry or sex on the strength of preference for conspecifics, but rather remarkable variation across species. We offer several testable hypotheses to explain the variation we observed in the strength of assortative preference.

Impact of Sensory Marketing on Consumer Behaviour: Gender Differences in Aroma, Music, and Visual Aesthetic Preferences in Coffee Shops

The study investigates the impact of sensory marketing on consumer behaviour in coffee shops, with a focus on gender differences. Utilizing sensory stimuli such as aroma, music, and visual aesthetics, the research examines how these elements shape the customer experience. A mixed-methods approach was employed, integrating quantitative survey data and qualitative interview insights. ANOVA results revealed statistically significant gender differences in responses to aroma and music stimuli (p < 0.05), with females exhibiting stronger preferences for ambient scents and males showing a higher tolerance for louder music. Effect sizes indicated moderate-to-large differences in sensory preferences between genders. These findings offer valuable guidance for coffee shop marketers, particularly for brands like Starbucks, to craft targeted sensory strategies that enhance customer satisfaction and loyalty by aligning marketing efforts with gender-specific preferences.

The reception of feminist ideas about gender and gender equality in Simone de Beauvoir’s “The second sex” in Vietnam

In recent decades, as the world strives toward a democratic, just, equal, and progressive society for all, significant progress has been made in global gender equality. However, gender-based discrimination regarding fundamental human rights still persists in many places, particularly in poorer countries. These gaps or discriminations stem from gender prejudices that value men over women, and from a lack of profound and comprehensive understanding of women's roles and positions in society, often disregarding the principle of gender equality. Notably, gender equality is one of the United Nations' Millennium Development Goals, to which Vietnam has committed, aiming to achieve gender equality in key areas of social life. Currently, feminist theories and gender equality concepts are diverse and abundant, encompassing various perspectives. Nevertheless, in practice, women still do not enjoy true equality. In Vietnam, the feminist movement is not a protest against unjust laws or gender-discriminatory institutions, but rather against deeply rooted prejudices and norms that have disadvantaged women for centuries. In the feudal society, the image of women was incredibly diminutive, wholly dependent on men: “Preference for males over females.” These sayings caused women to forget their intrinsic value. Achieving the aforementioned goal requires the realization of freedom for women, progressing toward women's liberation and achieving gender equality. Based on these considerations, this article analyzes the reception of feminist ideas about gender and gender equality in Simone de Beauvoir's "The Second Sex" in Vietnam. By examining the historical and social context of Vietnam, the author aims to demonstrate how feminist ideas on gender equality in Beauvoir's work have influenced the perception of women's roles in contemporary Vietnamese society. The reception of these feminist ideas in Vietnam, whether positive or negative, contributes to a clearer understanding of the development of gender equality thought in the history of humanity in general and in Vietnam in particular.

Salinity limits mosquitofish invasiveness by altering female activity during mate choice

Biological invasions of freshwater habitats are of increasing biological and economical concern, and both, salinity and parasites are considered to be key contributors to invasion success. Salinity, for example, influences the distribution of invasive mosquitofish (Gambusia holbrooki) and native killifish (Aphanius fasciatus) in Europe, with the latter now predominantly confined to high-salinity habitats. Here, we examined how salinity might affect female activity and preference for large and non-parasitized males in multiple populations of mosquitofish and killifish in Sardinia, Italy. We predicted that (1) females of both species would associate preferentially with larger and uninfected males, and that (2) female behavior in both species would be significantly influenced by salinity. We used dichotomous choice tests, in which we presented focal females with video animations of photos of the same male but differing in body size and presence/absence of an ectoparasite (Lernaea cyprinacea). We calculated female preference based on association time and quantified female inactivity as time spent in the central neutral zone during trials. Contrary to prediction 1, females did not prefer the large or uninfected male stimuli over their counterparts in any of the populations. However, while salinity did not significantly affect female preferences, it did significantly affect their activity, with mosquitofish becoming more inactive at higher salinities and killifish exhibiting the opposite pattern, matching prediction 2. These results suggest that salinity limits mosquitofish invasiveness by reducing their activity and thus provides a refuge for the Mediterranean killifish.

Form-assortative mating behaviors of individuals from parasitic and non-parasitic populations of Arctic lamprey (Lethenteron camtschaticum)

Abstract Evolutionary theory predicts that assortative mating is crucial for sympatric speciation by generating reproductive isolation between diverging populations. Here, we investigate the potential of form-assortative mating, an assumed mating pattern in lampreys, for sympatric speciation. By continuously recording mating activity between anadromous and freshwater-resident forms of L. camtschaticum that greatly differ in body size, we show that lampreys tend to mate with individuals of similar size in experimental conditions. However, we highlight that this pattern does not result from a choice of same-form partner but is the result of the simultaneous action of a preference of males – whatever their size – for large anadromous females, a higher competitive ability of aggressive males and physical constraints on heteroform pairs. Moreover, we do not advocate that sympatric speciation, as the sole consequence of form-assortative mating through sexual selection, is a plausible mechanism for the diversification of lampreys as a significant number of sneaking behaviors were observed in freshwater-resident males toward large anadromous females. Broader attention should be given to mechanisms other than sexual selection that may lead to form-assortative mating, such as variations in spatial or temporal distribution of alternative forms during reproductive season.

Long-sperm precedence and other cryptic female choices in Drosophila melanogaster.

Females that mate multiply make postmating choices about which sperm fertilize their eggs (cryptic female choice); however, the male characteristics they use to make such choices remain unclear. In this study, we sought to understand female sperm use patterns by evaluating whether Drosophila melanogaster females adjust sperm use (second male paternity) in response to four main factors: male genotype, male courtship effort, male pheromone alteration, and male postmating reproductive morphology. Our experiment was replicated across four different D. melanogaster lines, in a full factorial design, including a pheromone manipulation in which second males were perfumed to resemble heterospecific ( D. yakuba ) males. We found that females prefer longer sperm-regardless of mating order-in almost all contexts; this observed pattern of 'long-sperm precedence' is consistent with female postcopulatory choice of high-fitness male traits. Nonetheless, we also found that this general preference can be plastically altered by females in response to effects including perfuming treatment; this differential female sperm use is between otherwise identical males, and therefore solely female-mediated. Furthermore, our finding that females exercise choice using diverse criteria suggests a possible mechanism for the maintenance of variation in sexually selected male traits.

Cingulate to septal circuitry facilitates the preference to affiliate with large peer groups

Despite the prevalence of large-group living across the animal kingdom, no studies have examined the neural mechanisms that make group living possible. Spiny mice, Acomys, have evolved to live in large groups and exhibit a preference to affiliate with large over small groups. Here, we determine the neural circuitry that facilitates the drive to affiliate with large groups. We first identify an anterior cingulate cortex (ACC) to lateral septum (LS) circuit that is more responsive to large than small groups of novel same-sex peers. Using chemogenetics, we then demonstrate that this circuit is necessary for both male and female group investigation preferences but only males' preference to affiliate with larger peer groups. Furthermore, inhibition of the ACC-LS circuit specifically impairs social, but not nonsocial, affiliative grouping preferences. These findings reveal a key circuit for the regulation of mammalian peer group affiliation.

Variation in parental investment preferences for nestlings of the Gray‐backed Shrike (Lanius tephronotus) in alpine environments

AbstractIn the northeastern edge of the Qinghai‐Tibet Plateau, the Gray‐backed Shrike, a shrubland bird species of the plateau, confronts harsh living conditions. The impact of such an environment on their reproductive strategies has long intrigued us. This study reveals significant environmental effects on the investment of the Gray‐backed Shrike during their nestling‐rearing and egg‐laying stages. (1) Based on measurements of 215 shrike eggs from 2017 to 2021, we found that under the cold alpine climate, Gray‐backed Shrikes opt for a strategy of larger clutches and bigger eggs as average rainfall decreases. Concurrently, parents display a decreasing hatching order strategy, resulting in significant weight differences among newly hatched nestlings. (2) Marginal and core offspring exhibited no significant differences in fledging conditions. Core offspring generally have a slightly larger physique than marginal ones. However, marginal offspring exhibit the highest growth rate, with similar survival rates across different offspring categories. Parental rearing adopts a nest survival strategy. (3) The food provisioning rate by parents correlates strongly with the number of nestlings, the age of the nestling, and the nest's sex ratio. Differences exist between female and male provisioning rates based on begging intensity and average temperature; higher average temperatures lead to more food, with males providing more food. (4) Factors like nest sex ratio, offspring category, nestling age, and nestling sex influence the feeding preferences of parents. When overall nestling ratios skew towards either male or female, parental feeding preferences align with the actual nest sex ratio. Male and female parental feeding preferences differ based on average temperature and nestling sex. Males consistently exhibit a stronger preference for feeding male nestlings, regardless of the nest's sex ratio. In contrast, females don't show a clear preference, leading to differences in survival rates for different nestling sex under male feeding preferences.

A GnRH neuronal population in the olfactory bulb translates socially relevant odors into reproductive behavior in male mice.

Hypothalamic gonadotropin-releasing hormone (GnRH) neurons regulate fertility and integrate hormonal status with environmental cues to ensure reproductive success. Here we show that GnRH neurons in the olfactory bulb (GnRHOB) of adult mice can mediate social recognition. Specifically, we show that GnRHOB neurons extend neurites into the vomeronasal organ and olfactory epithelium and project to the median eminence. GnRHOB neurons in males express vomeronasal and olfactory receptors, are activated by female odors and mediate gonadotropin release in response to female urine. Male preference for female odors required the presence and activation of GnRHOB neurons, was impaired after genetic inhibition or ablation of these cells and relied on GnRH signaling in the posterodorsal medial amygdala. GnRH receptor expression in amygdala kisspeptin neurons appear to be required for GnRHOB neurons' actions on male mounting behavior. Taken together, these results establish GnRHOB neurons as regulating fertility, sex recognition and mating in male mice.

Navigating the cultural adaptation of a US-based online mental health and social support program for use with young Aboriginal and Torres Strait Islander males in the Northern Territory, Australia: Processes, outcomes, and lessons

BackgroundDespite disproportionate rates of mental ill-health compared with non-Indigenous populations, few programs have been tailored to the unique health, social, and cultural needs and preferences of young Aboriginal and Torres Strait Islander males. This paper describes the process of culturally adapting the US-based Young Black Men, Masculinities, and Mental Health (YBMen) Project to suit the needs, preferences, culture, and circumstances of Aboriginal and Torres Strait Islander males aged 16–25 years in the Northern Territory, Australia. YBMen is an evidence-based social media-based education and support program designed to promote mental health, expand understandings of gender and cultural identities, and enhance social support in college-aged Black men.MethodsOur adaptation followed an Extended Stages of Cultural Adaptation model. First, we established a rationale for adaptation that included assessing the appropriateness of YBMen’s core components for the target population. We then investigated important and appropriate models to underpin the adapted program and conducted a non-linear, iterative process of gathering information from key sources, including young Aboriginal and Torres Strait Islander males, to inform program curriculum and delivery.ResultsTo maintain program fidelity, we retained the core curriculum components of mental health, healthy masculinities, and social connection and kept the small cohort, private social media group delivery but developed two models: ‘online only’ (the original online delivery format) and ‘hybrid in-person/online’ (combining online delivery with weekly in-person group sessions). Adaptations made included using an overarching Aboriginal and Torres Strait Islander social and emotional wellbeing framework and socio-cultural strengths-based approach; inclusion of modules on health and wellbeing, positive Indigenous masculinities, and respectful relationships; use of Indigenous designs and colours; and prominent placement of images of Aboriginal and Torres Strait Islander male sportspeople, musicians, activists, and local role models.ConclusionsThis process resulted in a culturally responsive mental health, masculinities, and social support health promotion program for young Aboriginal and Torres Strait Islander males. Next steps will involve pilot testing to investigate the adapted program’s acceptability and feasibility and inform further refinement. Keywords: Aboriginal, Torres Strait Islander, Indigenous, Australia, male, cultural adaptation, social media, mental health, masculinities, social support.

Testing the genomic overlap between intraspecific mating traits and interspecific mating barriers

Abstract Differences in interspecific mating traits, such as male sexual signals and female preferences, often evolve quickly as initial barriers to gene flow between nascent lineages, and they may also strengthen such barriers during secondary contact via reinforcement. However, it is an open question whether loci contributing to intraspecific variation in sexual traits are co-opted during the formation and strengthening of mating barriers between species. To test this, we used a population genomics approach in natural populations of Australian cricket sister species that overlap in a contact zone: Teleogryllus oceanicus and Teleogryllus commodus. First, we identified loci associated with intraspecific variation in T. oceanicus mating signals: advertisement song and cuticular hydrocarbon (CHC) pheromones. We then separately identified candidate interspecific barrier loci between the species. Genes showing elevated allelic divergence between species were enriched for neurological functions, indicating potential behavioral rewiring. Only two CHC-associated genes overlapped with these interspecific candidate barrier loci, and intraspecific CHC loci showed signatures of being under strong selective constraints between species. In contrast, 10 intraspecific song-associated genes showed high genetic differentiation between T. commodus and T. oceanicus, and 2 had signals of high genomic divergence. The overall lack of shared loci in intra vs. interspecific comparisons of mating trait and candidate barrier loci is consistent with limited co-option of the genetic architecture of interspecific mating signals during the establishment and maintenance of reproductive isolation.

Combined perceptual and chemical analyses show no compelling evidence for ovulatory cycle shifts in women's axillary odour.

Although men's attraction to women's body odour has been suggested to vary over the ovulatory cycle, peaking around the fertile window, we still lack methodologically robust evidence corroborating this effect. Further, the chemical underpinnings of male preference for the odour of ovulating women remain unknown. Here, we combined perceptual and chemical analyses to investigate the axillary odour of naturally cycling women over 10 days, covering the gradual change in fertility across the ovulatory cycle with a focus on fertile days. The fertile state was confirmed by urinary ovulation tests as well as salivary oestradiol and progesterone levels. Men rated the scent of unfamiliar women, resembling a first encounter. We used multivariate analyses to relate variation in both odour ratings and chemical composition to female conception probability, temporal distance to ovulation and ovarian hormone levels. Our results provide no evidence that males prefer the odour of fertile women. Furthermore, the volatile analysis indicated no link between axillary odour composition and current fertility status. Together, our results showed no convincing support for a chemical fertility cue in women's axillary odour, questioning the presence of olfactory fertility information that is recognizable during first encounters in modern humans.

The impact of media-based mental health campaigns on male help-seeking: a systematic review.

More than half of all men do not seek professional help for depression, suicide and anxiety. Although media-based campaigns represent a promising health promotion intervention to improve male help-seeking, it is unclear what communication strategies in extant mental health media-based campaigns are effective for men. The aim of this systematic review was to synthesize information about the effectiveness of these campaigns on male help-seeking outcomes. A search was conducted of electronic databases and gray literature. Studies were eligible if they examined the effectiveness of a media-based campaign targeting male help-seeking attitudes, beliefs, intentions or behaviors in relation to mental disorders, distress, suicide or self-harm. Twenty-two studies of varying quality met the eligibility criteria. Most studies targeting mental health or depression were found to positively influence male help-seeking. There were mixed results for suicide prevention campaigns. Some evidence suggests that overall, brochure-based campaigns impact help-seeking. The use of male or mixed-gender campaign imagery produced similar results. The choice of message framing appeared to influence help-seeking outcomes. Despite substantial heterogeneity in campaign approaches and difficulties isolating the effects of campaign delivery from messaging, the review indicates that media-based campaigns can play a role in improving male help-seeking for mental health difficulties. Mounting evidence suggests that messaging and delivery should align with male communication preferences. However, high-quality, targeted research is required to evaluate the circumstances in which various campaign delivery and messaging components are effective in improving male help-seeking for poor mental health and suicidality.

Mating preferences act independently on different elements of visual signals in Heliconius butterflies

Abstract Mating cues are often comprised of several elements, which can act independently, or in concert to attract a suitable partner. Individual elements may also function in other contexts, such as anti-predator defense or camouflage. In Heliconius butterflies, wing patterns comprise several individual color pattern elements, which advertise the butterflies’ toxicity to predators. These wing patterns are also mating cues and males predominantly court females that possess the same wing pattern as their own. However, it is not known whether male preference is based on the full wing pattern or only individual pattern elements. We compared preferences of male H. erato lativitta between female models with the full wing pattern and those with some pattern elements removed. We found no differences in preference between the full wing pattern model and a model with pattern elements removed, indicating that the complete composition of all elements is not essential to the mating signal. Wing pattern preferences also contribute to pre-mating isolation between two other Heliconius taxa, H. erato cyrbia, and H. himera; therefore, we next compared preferences for the same models in these species. H. erato cyrbia and H. himera strongly differed in preferences for the models, potentially providing a mechanism for how pre-mating isolation acts between these species. These findings suggest that contrasting levels of selective constraint act on elements across the wing pattern.

Nonbinary and Transgender Male Patient Preferences for Gender-Affirming Top Surgery.

This study aimed to identify patient preferences and outcomes of chest masculinization surgery in patients identifying as nonbinary versus transgender (trans-) males. Patients who underwent chest masculinization (2003-2022) were included. Demographics, medical comorbidities, surgical approaches, complications, secondary procedures, and BODY-Q chest module survey responses were compared between cohorts. Three hundred two patients were included. Thirteen percent identified as nonbinary and 87% as trans-male. The most common surgical approach in both groups was double incision with free nipple-areola graft (63% vs 71%, P = 0.33). Nonbinary patients more frequently opted for double incision without free nipple areola graft compared to trans-male patients (18% vs 2.7%, P < 0.001). Other unique surgical requests of nonbinary patients included nipple areola preservation and small breast mound preservation (5.2%) and balance between losing bulk and achieving a more androgynous appearance (5.3%). The survey response rate was 31% (93/302). Both groups reported improved quality of life postoperatively (P = 0.16). Three nonbinary patients elected not to keep their nipple-areola complexes (P = 0.005). Trans-male patients were more likely to report having a male chest as very important for their gender identity (82% vs 95%, P = 0.043). Nonbinary patients were less likely to prefer small nipples (82% vs 95%, P = 0.033) and 18% stated that they preferred no nipples (vs 2.7% trans-male patients, P < 0.001). Nonbinary patients have distinct surgical preferences regarding nipple-areola complexes. Chest masculinization planning can differ for this group of patients compared to their trans-male counterparts.

Multiple stressors lead to complex responses in reproductive behaviors in an African cichlid

Abstract Exposure to multiple environmental stressors is a common occurrence that can affect organisms in predictable or unpredictable ways. Hypoxia and turbidity in aquatic environments are 2 stressors that can affect reproductive behaviors by altering energy availability and the visual environment, respectively. Here we examine the relative effects of population and the rearing environment (oxygen concentration and turbidity) on reproductive behaviors. We reared cichlid fish (the Egyptian mouthbrooder, Pseudocrenilabrus multicolor) from 2 populations (a swamp and river) until sexual maturity, in a full factorial design (hypoxic/normoxic × clear/turbid) and then quantified male competitive and courtship behaviors and female preference under their respective rearing conditions. Overall, we found that the rearing environment was more important than population for determining behavior, indicating there were few heritable differences in reproductive behavior between the 2 populations. Unexpectedly, males in the hypoxic rearing treatment performed more competitive and courtship behaviors. Under turbid conditions, males performed fewer competitive and courtship behaviors. We predicted that females would prefer males from their own population. However, under the hypoxic and turbid combination females from both populations preferred males from the other population. Our results suggest that reproductive behaviors are affected by interactions among male traits, female preferences, and environmental conditions.

Role of key demographic factors in consumer aspirations and luxury brand preference

The desires of consumers as individuals are largely shaped by their aspirations in life, which play a crucial role in deciding their brand preference, but very few studies have focused on the demographic difference in aspirations and its relationship with brand preference, especially in the context of luxury brands, for the consumers in the emerging markets. This paper aims to empirically assess the role of key demographic factors (gender, age, and income) in influencing the aspirations of consumers in India, an emerging market, and their preference for luxury branded products. The hypotheses were developed based on the review of the extant literature and tested through t-test and ANOVA along with the moderation test using PROCESS extension in SPSS 22.0. The study included data collected from 915 Indian consumers, in Tier-1 and Tier-2 cities, with prior experience of buying luxury branded products in the fashion segment through a self-administered questionnaire. The results demonstrate that the aspirations, both intrinsic (F = 8.185; p = 0.004) and extrinsic (F = 7.14; p = 0.007) and luxury brand preferences (F = 5.762; p = 0.017) of males and females differ significantly. However, demographic factors of gender (R2 = 0.137; p &amp;amp;gt; 0.05), age (R2 = 0.130; p &amp;amp;gt; 0.05), and income (R2 = 0.132; p &amp;amp;gt; 0.05) were not found to have any moderating effect on the relationship between luxury brand preference and aspirations. The results of the study would help luxury brand marketers to develop their strategic plans for marketing activities by providing insights into the differences in the desires and preferences of their customers.