Images of sexy women tend to whet men’s sexual appetite. But stimulating
new research in the Journal of Consumer Research says there’s more than
meets the eye. A recent study shows that men who watched sexy videos or
handled lingerie sought immediate gratification—even when they were
making decisions about money, soda, and candy.
Authors Bram Van den Bergh, Siegfried DeWitte, and Luk Warlop
(KULeuven, Belgium) found that the desire for immediate rewards
increased in men who touched bras, looked at pictures of beautiful
women, or watched video clips of young women in bikinis running through a
park. “It seems that sexual appetite causes a greater urgency to consume
anything rewarding,” the authors suggest. Thus, the activation of
sexual desire appears to spill over into other brain systems involved in
reward-seeking behaviors, even the cognitive desire for money. “After they touched a bra, men are more likely to be content with a
smaller immediate monetary reward,” writes Bram Van den Bergh, one of
the study’s authors. “Prior exposure to sexy stimuli may influence the
choice between chocolate cake or fruit for dessert.”
The authors believe the stimuli bring men’s minds to the present as
opposed to the future. “The study demonstrates that bikinis cause a
shift in time preference: Men live in the here and now when they glance
at pictures featuring women in lingerie. That is, men will choose the
immediately available rewards and seek immediate gratification after sex
cue exposure.”
Do all straight men respond the same? Actually, no. Some men are
highly responsive to rewards while others are not so sensitive, and the
more reward-sensitive men are the impatient ones. In fact, doing a task designed to inspire financial satisfaction
reduced the bikini-inspired impatience, just as feeling full reduces
food cravings. Men may want to be aware of bikinis’ effects on their
bank accounts and waistlines.
Source :
http://www.sciencedaily.com
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