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

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.


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.


Chen Rui, Tsinghua University, China
Zheng Yuhuang, Tsinghua University, China
Juliet Zhu, CKGSB, China


NA - Advances in Consumer Research Volume 41 | 2013

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