Yes, it's true. Men become aroused by the sight of hot babes in bikinis and are prone to reckless behavior when stimulated.Seriously, they needed research to confirm this?
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 (which were not being worn during the test).
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.
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