The present study aims to verify if the consumption of Premium cars influences the self-perception of the mating value, social status and the level of social dominance of the individual. For this, 252 heterosexual participants of both sexes, aged between 18 and 70 years old, will evaluate themselves about their mating value, orientation to social dominance and subjective social status. Each participant must take part in one of three experimental conditions: (1) those who do not own a car, (2) who own a non-premium car and (3) who own at least one premium car. All participants will answer anonymous and individual questionnaires that will be applied through an online platform. We believe that work helps us to broaden our understanding of the relationship between consumption choices and self-perception of individual characteristics. The assessment of consumption and its effects on individuals' self-perception allows us to test hypotheses and contributes to the elaboration of current consumer decision-making models, in addition to informing consumers about the direct and indirect consequences of their choices in the social environment.