The study found men, particularly those over the age of 30, “rated sports cars as more desirable when they were made to feel that they had a small penis”.
The team behind the survey told some participants that the average penis size was 18 centimetres (7 inches), while others were told it was 10 centimetres (4 inches).
Men who were misled by the former claim were more likely to desire a sports car.
The trial manipulated self-esteem in different ways and measured ratings for other luxury products, but found no connection between anatomy and the desire to own objects.
Participants were presented with misleading information about personal finance, friendship, charity work and physical health, but none of those factors increased their desire to own a sports car.
Scientists expect their findings to continue to be reflected in “dad jokes”, but believe “the luxury automotive industry may be unwilling to acknowledge this link”.