The study was put together by Harvard professor Roy Y.J. Chua and London Business School assistant professor Xi Zou as a step towards understanding how luxury goods effect the human psyche, and as a means of explaining the harmful decisions of wealthy groups like Wall Street executives. In the study people were asked to make a series of decisions designed to pit self-interests against society-interests, and the people who thought about luxury immediately before the test made more selfish and potentially harmful decisions than those who didn’t.