He’S Just Not That Into Anyone: the Impact of Sex Fantasy on Attraction

Jingjing Ma, Peking University, China
David Gal, University of Illinois at Chicago, USA
Sex fantasies are ubiquitous in our lives and their impact on romantic relationships is complex and controversial. One field and three lab studies show that fantasizing about sex produces a devaluation of romance which, in turn, demotivates individuals to engage in romantic relationship as the latter demands too much effort.
[ to cite ]:
Jingjing Ma and David Gal (2016) ,"He’S Just Not That Into Anyone: the Impact of Sex Fantasy on Attraction", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 545-545.