In one of the Seinfeld (absolutely my most favorite sitcom) episodes, George discovers that the gratification he derives from food and sex are mutually reinforcing. In mathematical terms: P = f(F,S); d2P/dFdS > 0. Sorry, couldn't resist the temptation of writing it down in a mathematical form; it has been such a looo...ong time! Well, to cut the long story short, George makes it a habit to stow away a sandwich every time he gets under the covers with his girlfriend.
Now, a team of researchers led by Bram Van Den Bergh of Katholieke Universiteit Leuven in Belgium, may have some evidence to support George's theory. LiveScience reports:
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.
Briers and his team theorize that unfulfilled sexual arousal may trigger a primal fear for one's reproductive status, driving men to seek quick payoffs through anything pleasurable. Ever wondered why insecure men watching the Bollywood sex symbol, Mallika Sherawat, performing an item dance on the big screen, reach for the bucket of popcorn by their side?
Van Den Bergh goes on to warn, "being exposed to a sexy girl may influence what stock you invest in or what candy bar you buy." To stimulate some reckless buying in these days of depressed stock market in India and the US, the exchanges should perhaps try screening Mallika Sherawat's item dances prior to the market opening. Or better still, get Mallika in bikinis, of course to ring the opening bell everyday!