This time they found out that the more attractive appearance, at least in the bird world, triggered changes to the animals' body chemistry, increasing testosterone.
The article reminded me of a passage from one of Gary Snyder's essays in The Practice of the Wild.
Florence Edenshaw, a contemporary Haida elder who has lived a long life of work and family, was asked by the young woman anthropologist who interviewed her and was impressed by her coherence, presence, and dignity, "What can I do for self-respect?" Mrs. Edenshaw said, "Dress up and stay home." The "home," of course, is as large as you make it.