SubscribeWomen Wear Bikinis: Men Eat Chocolate Cake...
When some men see women in bikinis or lingerie - they lose their ability to delay gratification: whether it's about food or money.
The research in the Journal of Consumer Research is called "Bikinis Instigate Generalized Impatience in Intertemporal Choice".
From the the lead author: "Prior exposure to sexy stimuli may influence the choice between chocolate cake or fruit for dessert."
It's all about the inability to delay gratification.
"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." (src)
Yet another clue into how easily manipulated we can be by various forms of advertising... and how seriously pathetic we men can be at times!
The ability to delay gratification is another key to successful weight management.
References: See the full study here (PDF).
More like this in Psychology · Jun 16, 2008
Delaying gratification is not just hard in weight management, its also hard in money management and other areas of life. Human nature is to want what we want in the now. The ones who can work for the future and stay focused on there goals do well in the long run.
ReplyI read another study a while back that suggested all people have a limited about of "self control" It found that if consciously trying to restrain in one area (be it diet, financial, etc), they're more likely to splurge in another if given the opportunity. Those who were told to eat less and given money at a store spent more if it than those who were not restricted in their food.
It's not about weakness or some people just more goal focused, necessarily, but about where people decide to set those goals and be driven.
I'd wonder if this is not somewhat related. Sexy image provokes a need (sexual urge), in absence of fulfilling that need shortly there's another gratification available that is taken up quickly. (In addition, of course, to the hormones turning on in response to sexual stimuli likely overpowering some higher brain function somewhat, of course.)
ReplyI've read about that too, Heather. They say if you deprive yourself of food, you tend to want to shop more, gamble more, even drink more. I can sort of see that being fairly true...who wants to be deprived of EVERYTHING in their lives?
ReplyI have often referred to our culture as the "instant gratification" culture (backed up by my years teaching "millenial" Internet-generation students), and this study backs it up - if we can't get what we really want (i.e. a hot chick in a bikini), we'll always settle for chocolate. :)
ReplyFascinating. Obviously related to the pleasure center in the brain.
ReplyI could see that definitely making sense. Everyone wants things now and the thought of having to wait for it just doesn't make sense to a vast majority of people.
ReplyInteresting. I wonder if there are visual stimuli that women would respond to in a similar manner?
ReplyChocolate?? I personally enjoy just looking at it. :)
ReplyI wish I enjoyed "just" looking at chocolate! But I did learn today that any sweet physically handed to me will cause me to respond automatically by taking the sweet and putting it in my mouth.
I have learned not to grab the sweets placed on the credenza conveniently located in the hall that I must walk by to get to my office. I work for a software development company and I am the ONLY woman employed – it is junk food heaven here. I realized that I need to set up a mental buzzer for when someone actually hands me food to stop and think about it.
ReplyI suppose if you are being tempted with something you can't have, whether it be a hot chick or a hot piece of pizza, you want at least something to fulfill your desire. My husband is very visual and I'm personally aware that when he "gets some", he's not as apt to grab random food and eat. I'm more of a shopper...if I feel like I'm being deprived of food, I really want to satisfy myself by buying a new outfit or new makeup or whatever.
ReplyWhat can I say? Humans are more chemical then we’d like to think.
ReplyI was hoping for pictures of women in bikinis. :(
LOL!
Would watching the Food Network be easier if I had just gone shopping?
ReplyThat doesn't mean I want to stop seeing women in bikinis. God bless bikinis. I will do an extra run to burn off the extra cake as a result!
ReplyI can see that - men are visual and want everything they see, life experience knowing men would suggest they are like that and women can easily be satisfied by shopping - I know I am.
ReplyI think women can also respond to visual stimuli in a similar way. For example, when I see a hot bikini, or a pair of shoes, I seek gratification by purchasing the item I am so smitten with. In case any of you are interested, I found a great place to pick up sexy bikinis when you're ready ;-). Freebeach bikinis have a web site called stringbikinisonline.com. (And yes guys there are photos of women in bikinis on there!)
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