Friday, June 27, 2008


Three renowned Belgian scientists, Bram Van Den Bergh, a doctoral student in marketing, Siegfried Dewitte, an associate Professor of marketing, and Luk Warlop, a Professor of Marketing, all three of them from the Katholieke Universiteit Leuven, Faculty of Business and Economics, conducted ground-breaking research into bikinis and sexual stimuli, concluding that said items make men more prone to seek instant gratification, leading to blown diets, budgets and bank accounts. The study, published in the Journal of Consumer Research, describes how men alternately fondled T-shirts and lingerie (be it without ladies in them). After touching bras, men valued the future less and the present more, according to Mr. Van Den Bergh. Watching ads with hordes of women in bikinis had the same effect.

An article in the June 2008 issue of the Journal of Consumer Research, titled "Bikinis Instigate Generalized Impatience in Intertemporal Choice", describes it as follows:

Neuroscientific studies demonstrate that erotic stimuli activate the reward circuitry processing monetary and drug rewards. Theoretically, a general reward system may give rise to nonspecific effects: exposure to “hot stimuli” from one domain may thus affect decisions in a different domain. We show that exposure to sexy cues leads to more impatience in intertemporal choice between monetary rewards. Highlighting the role of a general reward circuitry, we demonstrate that individuals with a sensitive reward system are more susceptible to the effect of sex cues, that the effect generalizes to nonmonetary rewards, and that satiation attenuates the effect.

I understand the balls of it, but what I think the scientists are trying to say is that if you put girls or women in bikinis on ads, it will help sell the stuff. Who would have THUNK it??????????????????? What an amazing discovery!!!!!!! These days, science knows no bounds anymore!


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