Several studies have found that when heterosexual men are around attractive women, they become prone to engaging in risky behaviors and spend their money more freely than usual. For instance, one study reported that when male skateboarders performed in front of a female observer, they attempted more dangerous stunts that increased their likelihood of crashing. Other studies have found that, when primed with photos of sexy women, guys are willing to spend more money on luxury goods (e.g., cars and watches).
Some scientists have argued that there’s an evolutionary reason for these effects: the presence of an attractive women stimulates men’s testosterone levels, thereby leading guys to engage in sexual displays that "demonstrate their value.” In other words, these behaviors are thought to convey a man’s status in such a way that he will attract more female mates.
Although several studies have appeared over the years that would seem to support this theory (often referred to in the literature as “romantic priming”), a new paper published in the Journal of Experimental Psychology: General has called this whole phenomenon into question and suggests that previous researchers may have overstated the effects.Read More