Helen of Troy? the Effect of Sexy Stimuli on Male’S Self-Control in Task Performance

Chen Rui, Tsinghua University, China
Zheng Yuhuang, Tsinghua University, China
Juliet Zhu, CKGSB, China
Traditional proverbs and previous research suggest that sexy stimuli lower male’s self-control. This research argues and shows the opposite. Results of four studies showed that sexy stimuli increased male’s self-control in task performance, and this effect was mediated and moderated by their showing off motivation.
[ to cite ]:
Chen Rui, Zheng Yuhuang, and Juliet Zhu (2013) ,"Helen of Troy? the Effect of Sexy Stimuli on Male’S Self-Control in Task Performance", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.