You may have known this all along, but now it has been demonstrated scientifically: bikinis make men stupid.

A glimpse of a sexy bod in a bikini overwhelms the male brain, rendering him less than savvy when making decisions.
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.
Hence automakers’ penchant for placing leggy
models in front of absurdly priced cars at auto shows, and the casting
of three scantily clad women on that “Republica Deportiva” show on
Univision which I find myself watching though I don’t care whether
Chivas defeated Rayados del Monterey.
Virgil
wrote of the phenomenon 2,000 years ago when he created the epic poem
“The Aeneid.” When Venus convinces Vulcan to make some special armor,
she
…threw her snow-white arms around him
As he held back, caressing him here and there,
And suddenly he caught fire — the same old story,
In the “bikini” experiments, Belgian researchers conducted a series of tests on 358 young
men. In one test, the men looked at images of women in bikinis or
lingerie and at images of landscapes. In another, some men were given
T-shirts to handle and assess while others were given bras. Another
batch of men was assigned to watch a commercial featuring men running
over landscapes while other guys watched a video of “hundreds of young
women, dressed in bikinis running across hills, fields and beaches.”
(No word on whether they used “Baywatch” slo-mo).
In
each test, the researchers offered the men the choice between being
paid 15 euros immediately or bargaining for a larger sum that they'd be
willing to wait a week or a month for. In all the tests, the men
exposed to the sexy imagery or bras cited delayed reward amounts that
were lower than the amounts cited by the men who saw sex-neutral
imagery. For example, while a man who looked at landscapes might have
demanded an extra payment of 10 euros a month later (totaling 25), the
bikini-gazer might have been willing to settle for five extra (totaling
20). The sexy imagery did not work on all men all the time, but, as a
group, men with sex on their brains settled for a less lucrative
bargain, suggesting they were more impulsive and valued immediate
gratification more than the controls.
“I
observed in my studies that men are more likely to pick a smaller
immediate reward over a larger later reward,” Bram van den Bergh, the
study’s lead author, tells me. “Hence I do think that men might spend
money on something they might otherwise not purchase. Men would become
more impulsive in any domain after exposure to sexual cues.”
Sexy ‘tunnel vision’
This
jibes with the findings of a 2006 paper, “Heat of the Moment: The
Effect of Sexual Arousal on Sexual Decision Making.” George Loewenstein
of Carnegie Mellon University and Dan Ariely of MIT, found that
sexually aroused men would do all sorts of things they might not
otherwise do.
To
study this effect, they asked men to masturbate while answering a
series of questions on a computer. (They helpfully created a system
that could be operated with one hand.) For example, 42 percent of
non-aroused men thought women’s shoes were erotic. But 65 percent of
aroused men thought so. Nineteen percent of non-aroused men said they
would agree to sex in a threesome with another man and a woman, while
34 percent of aroused men said so. Less than half, 46 percent, of
non-aroused men said they would encourage a date to drink to increase
the chance she would have sex with them, but 63 percent of aroused men
said so.
Loewenstein,
one of the founders of the field of neuroeconomics, which links the
workings of our brains to economic and other human interactions,
sometimes using machines like functional magnetic resonance imaging to
literally watch brain regions light up, says that sex and other strong
drives “produce a kind of tunnel vision.”
“Drives
are designed to motivate you to focus on specific goals; they have
evolved for that purpose, to focus on the goal to the exclusion of
other goals or considerations,” he says.
So
a man who is aroused literally narrows his view of the world. When
we’re thinking about sex, pretty much all we can think about is sex. So
a man might do things he would not otherwise do (spending an hour
surfing a Jennifer Love Hewitt fan site), or may behave in a seemingly
irresponsible manner (skipping the condom).
In
fact, studies have shown that sexy ads don’t really make men remember
the product. We’re so lasered in on the sexy stuff, we don’t care what
brand of beer it is, or how long it takes the car to go from zero to
60.
What about a Beckham effect?
None
of this excuses bad boy behavior, but it may help women understand why
even a choir boy is tough to dissuade once he’s built up a head of
steam.
Whether
or not women are as blinded by sex as men remains an open question.
Would a picture of David Beckham in briefs influence a woman to pass up
a bigger payout? Maybe, but the studies on sexual arousal and
decision-making have mostly been done on men, so the verdict is out.
In
general, though, all our brains, Loewenstein believes, can be thought
of as being of “two minds,” there is the “affective system,” (“Dude!
Who cares what it costs! She’s hot!”) which answers to our basic
drives, and the deliberative system (“That’s your IRA contribution!”).
To think of this another way, picture an angel on one shoulder and the
devil on the other. Even in the heat of the moment, there is still that
little voice that says "You know you are making a mistake" — the
trouble is it gets drowned out by the volume of the affective system.
We
are constantly negotiating between these two systems, which is why
economists are so interested; it’s how we make purchasing decisions. It
may also explain the morning-after walk of shame, the overcharged
credit card — and “don’t worry, I’ll pull out in time.”
So
bikinis ring our affective bells and those things make a lot of noise.
Just remember this when you go to the beach, or the pool, or the lake
this summer. She may look amazing in that tiny bikini, but try to
listen to that little voice that’s whispering “SPF 30,” no matter how
uncool you’ll look slathering it on.
You’ve been warned.