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The Bikini Effect

Discussion in 'BBS Hangout' started by basso, Jun 10, 2008.

  1. basso

    basso Contributing Member
    Supporting Member

    May 20, 2002
    Likes Received:
    "...[men] exhibited improved cognition and creativity after exposure to sexy stimuli. "

    well, duh!

    [rquoter]The Bikini Effect Makes Men Impulsive

    Robin Nixon
    Special to LiveScience
    LiveScience.comTue Jun 10, 12:40 PM ET

    Bikinis and other sexy stimuli can make men more prone to seek immediate gratification - leading to blown diets, budgets and bank accounts, new research suggests.

    In the study, detailed in the Journal of Consumer Research, men alternately fondled t-shirts and bras. After touching the bras, men valued the future less and the present more, said lead researcher Bram Van Den Bergh of Katholieke Universiteit Leuven in Belgium. Viewing ads with women in bikinis had the same effect.

    It wasn't that the men were simply distracted by their sexual arousal, which caused them to choose more impulsively. On the contrary, they exhibited improved cognition and creativity after exposure to sexy stimuli.

    The researchers conclude that there is one common appetite system in the brain monitoring our desire for a host of pleasures from sweets to pretty faces, alcohol to lotto winnings. When it is stimulated by, say, a sexy picture or the smell of baked goods, we experience a general craving for anything pleasant. "Basically, you just want to be rewarded," explained Barbara Briers, a researcher at HEC Paris School of Management. Briers, who has conducted related research, was not involved with this study.

    Immediate gratification

    Van Den Bergh and colleagues rendered the bikini-effect powerless by satiating the stirred appetite with a different type of reward - financial security.

    A sense of personal wealth depends largely on what we perceive to be the society standard. The researchers manipulated this perception to make male subjects feel relatively rich or relatively poor. When a questionnaire suggested the average income in society was very small - smaller than most of the subjects' incomes - the men felt rich in comparison. Conversely, when the average income was implied to be very large - dwarfing that of the male subjects - most of the men began looking at their own earnings as piddling.

    When the men felt well-off, the bikinis lost their influence. But if they considered themselves among the have-nots, they were likely to seek immediate gratification after seeing women running in bikinis. (Among other sexy stimuli, the study used a commercial for Lynx body spray, which features thousands of women running in bikinis.)

    The study was funded by a research division of Aegis Group, a marketing company.

    Evolution at work

    Evolutionarily speaking, Briers hypothesized, unfulfilled sexual arousal could trigger a subconscious belief that one's reproductive status is at stake. Rendered fearful, men reach out for other "resources" - a quick payoff, fast food - to better their chances for survival. In modern, more splurge-friendly times, this may be a maladaptive tendency.

    The bikini effect does vary in strength from person to person, Van Den Bergh said. While most men are vulnerable to subtle types of stimuli - like sexy ads and touching lingerie - others may need to see a woman nude before feeling impulsive. No matter, Van Den Bergh warned, "being exposed to a sexy girl may influence what stock you invest in or what candy bar you buy."

    While her own research also indicates a common reward pathway, Briers cautioned that some studies suggest more specific reward responses (for example, new mothers respond differently to a baby's smell than childless women). Taken together, all this research, she said "is the beginning of something fascinating." [/rquoter]
  2. Ziggy

    Ziggy QUEEN ANON

    Jun 11, 1999
    Likes Received:
    Ive actually put down a burger when I saw some chick in a bikini... thinking, I better stay in shape so I can gig that.
  3. professorjay

    professorjay Contributing Member

    Oct 20, 2006
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    Useless w/out pics.
  4. JusBleezy

    JusBleezy Contributing Member

    Jul 14, 2004
    Likes Received:
    Gig that? As in gaggity her gashmogan?

    Guessing that is a Quagmire of Family Guy reference. But perhaps I am way off...
  5. thelasik

    thelasik Contributing Member

    May 9, 2005
    Likes Received:
    Basso displaying his article posting skills in the Hangout. Is he expanding to other sub-forums?!? :eek:
  6. nyquil82

    nyquil82 Contributing Member

    Oct 30, 2002
    Likes Received:
    So those used underwear vending machines in Japan are really just creativity stimulants?
  7. Deckard

    Deckard Blade Runner
    Supporting Member

    Mar 28, 2002
    Likes Received:
    I've always found my mind stimulated by the sight of the semi-nude female form. The sight of a beautiful nude woman makes me even more insightful, witty, and full of ideas. Thank you, basso, for the affirmation of what I already knew to be true. :cool:


  8. dream34shake

    dream34shake Rookie

    Jun 29, 2006
    Likes Received:

    ana beatriz barros is so hot.
  9. Yaozer

    Yaozer Member

    Oct 10, 2006
    Likes Received:
    I hear the same thing happens to women when they see me in my underwear.

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