What a Feeling! Touching Sexually Laden Stimuli Makes Women Seek Rewards

Anouk Festjens, Katholieke University Leuven, Belgium
Sabrina Bruyneel, Katholieke University Leuven, Belgium
Siegfried Dewitte, Katholieke University Leuven, Belgium
Tactile sexual primes affect women’s economic decision-making. Similar to the effects found in men, touching a pair of boxer shorts leads to monetary craving (study 1), and erodes loss aversion for money and food (study 2) in women. These effects were not observed when touch was prevented (study 3).
[ to cite ]:
Anouk Festjens, Sabrina Bruyneel, and Siegfried Dewitte (2013) ,"What a Feeling! Touching Sexually Laden Stimuli Makes Women Seek Rewards", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.