We’re no better than monkeys when it comes to advertising. Or, perhaps it’s better said that they’re no better than us.

In a clever study, researchers showed rhesus macaques brand logos (which were just random images to them) paired with a picture of either a high-status male monkey, a low-status male monkey, or female monkey genitals to see if they could elicit preferences in them. In short, they were trying out one of the oldest tricks in the advertising world — selling products with se