Featured Research

from universities, journals, and other organizations

Bikini-clad Women Make Men Impatient

Date:
June 2, 2008
Source:
University of Chicago Press Journals
Summary:
Images of sexy women tend to whet men's sexual appetite. But stimulating new 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.

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.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Bram Van den Bergh, Siegfried DeWitte, and Luk Warlop. Bikinis Instigate Generalized Impatience in Intertemporal Choice%u201D. Journal of Consumer Research, June 2008

Cite This Page:

University of Chicago Press Journals. "Bikini-clad Women Make Men Impatient." ScienceDaily. ScienceDaily, 2 June 2008. <www.sciencedaily.com/releases/2008/05/080530132051.htm>.
University of Chicago Press Journals. (2008, June 2). Bikini-clad Women Make Men Impatient. ScienceDaily. Retrieved July 28, 2014 from www.sciencedaily.com/releases/2008/05/080530132051.htm
University of Chicago Press Journals. "Bikini-clad Women Make Men Impatient." ScienceDaily. www.sciencedaily.com/releases/2008/05/080530132051.htm (accessed July 28, 2014).

Share This




More Mind & Brain News

Monday, July 28, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Losing Sleep Leaves You Vulnerable To 'False Memories'

Losing Sleep Leaves You Vulnerable To 'False Memories'

Newsy (July 27, 2014) A new study shows sleep deprivation can make it harder for people to remember specific details of an event. Video provided by Newsy
Powered by NewsLook.com
University Quiz Implies Atheists Are Smarter Than Christians

University Quiz Implies Atheists Are Smarter Than Christians

Newsy (July 25, 2014) An online quiz from a required course at Ohio State is making waves for suggesting atheists are inherently smarter than Christians. Video provided by Newsy
Powered by NewsLook.com
Beatings and Addiction: Pakistan Drug 'clinic' Tortures Patients

Beatings and Addiction: Pakistan Drug 'clinic' Tortures Patients

AFP (July 24, 2014) A so-called drugs rehab 'clinic' is closed down in Pakistan after police find scores of ‘patients’ chained up alleging serial abuse. Duration 03:05 Video provided by AFP
Powered by NewsLook.com
New Painkiller Designed To Discourage Abuse: Will It Work?

New Painkiller Designed To Discourage Abuse: Will It Work?

Newsy (July 24, 2014) The FDA approved Targiniq ER on Wednesday, a painkiller designed to keep users from abusing it. Like any new medication, however, it has doubters. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins