On Healthy Living

When you go to the beach, you worry about sunburn, how you look in your swimsuit, maybe even sharks. But men now have something else to fear: bikinis.

A study in the Journal of Consumer Research says scantily clad women can make men do stupid things. (Did we really need a study to prove this?)

When men looked at photos of beautiful women, watched video of women running in bikinis, and touched bras, their desire for immediate gratification increased. Which caused them to seek instant reward, even when making decisions about money or food.

“It seems that sexual appetite causes a greater urgency to consume anything rewarding,” the authors suggest.

The men who handled lingerie were more likely to be satisfied with a smaller immediate monetary reward. (We see this as some sort of excuse to get out of doing the laundry. “Sorry honey, your bras make me want to spend money frivolously.” It’s worth a shot, right?)

The authors say sexy stimuli could mean the difference between selecting chocolate cake or fruit for dessert. Think about that next time you’re at Hooters.

The researchers believe the beautiful women make men’s minds shift to the here and now (yummy chocolate cake) instead of thinking long-term (trying to flatten your belly).

Whatever the reason, we’re not going to stop admiring beautiful women. We’ll deal with any consequences later.

joseph Batugo wrote this on June 30th, 2008 and filed it under Healthy Living |