The Journal of Consumer Research goes out of their way to find out if it really is true that men suffer from short-term poor judgement when looking at pretty girls:
Science proves that bikinis turn men into boobs: Sexy images rob male brain of ability to make wise decisions
You may have known this all along, but now it has been demonstrated scientifically: bikinis make men stupid.
This month’s issue of the Journal of Consumer Research features a paper titled “Bikinis Instigate Generalized Impatience in Intertemporal Choice,” which is a neuroeconomist’s (definition in a moment) way of saying that men don’t make good decisions while checking out pretty girls in bikinis.
It would have been much more surprising if they'd found that men's judgement was not impaired under those circumstances!
Posted by Nicholas at June 19, 2008 07:06 PM
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