From 2018: Single men feel competitive and hungry for high-calorie food after exposure to sexualized female models

Single men feel competitive and hungry for high-calorie food after exposure to sexualized female models. Sylvie Borau, Jean-François Bonnefon. Human Behavior and Evolution Society, 30th Annual Meeting, July 2018. http://www.hbes.com/conference/hbes2018/

Abstract: Many fast food companies use sex to target males, and they do so to sell high-energy foods, products that are not directly related to sex. The purpose of this research is to better understand why and how sex can sell high-energy foods to male consumers. We conducted four online experimental studies among heterosexual men in the US. In Study 1 (N=311), exposure to sexualized stimuli (vs. landscapes) increases single men’s hunger (but not partnered men’s hunger). Study 2 (N=330) replicates and extends the findings of Study 1 in an advertising context: exposure to an ad featuring a sexy female model (vs. the same ad without the model) increases single men’s hunger and their intention to eat a high-calorie food item (a burger). In Study 3 (N=218), these results do not replicate for a low-calorie item (an apple). Studies 1 to 3 also investigate the underlying mechanism of this effect: sexual stimuli trigger hunger by eliciting male competitiveness. Study 4 (N=242) confirms this mechanism: by manipulating the operational sex ratio in an advert, we show that male intrasexual competitiveness increases hunger for a high-calorie food item. This research suggests that sexualized advertising triggers men to prepare for competition against other men, by pursuing opportunities for somatic investment, and hence high-calorie foods. This behavioral response can have dramatic consequences in a modern environment, where sexualized female models are just as ubiquitous as fatty and sugary foods.