It’s no surprise that a woman in a bikini can increase a man’s sexual appetite but research in the Journal of Consumer Research says that men who watched sexy videos or even handled lingerie had more appetite for everything – and it impacted their decisions about soda, candy and even money. 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. 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.’ Cheryl Tiegs made you more likely to read this article. Copyright: Cheryl Tiegs and used under creative commons. Do all straight men respond the same? Actually, no. Some men are highly responsive to rewards while others are not so sensitive, and […]