The naked truth
Wed, September 17 2008
According to a report by Flemish broadcaster VRT, a study by the University of Leuven found an inverse relationship between testosterone levels and price awareness among males.
The “naked women” effect is particularly strong among machos, the study found.
“Machos usually tend to be tough negotiators, but advertisements featuring naked women turn them into gullible sheep,” said Siegfried Dewitte, a professor of economics who carried out the study.
The study also found a similar effect on women exposed to scantily-clad men, but it also found women tend to be more sensitive to the touch, rather than to such visual stimuli.
