A new research study by Eugene Y. Chan and Natalina Zlatevska, who are marketing professors at Monash University and the University of Technology Sydney, respectively, has found a very interesting theory when it comes to sexual motivation.
Over 1,600 male and female participants from Australia, the US, and the UK took part in the study, which involved looking at “sexy images” and then choosing between meat and non-meat foods. What they found was that when straight men have sex on the brain, they want meat more, because they think it makes them more desirable to women.
What is really interesting is that although the men were more likely to pick the meat option, women chose meat and non-meat items about the same, regardless of sexual content.
So why is this the case? The answer harks back to evolutionary times, when men used hunting and meat to signify strength and masculinity which often lead to finding a suitable mating partner. Effectively, choosing the meat food options makes men subconsciously believe they will be more desirable to women.
Conversely, women do not rely on status as much as physical wellbeing in evolutionary history which could indicate why there was no significant change in their menu selections.
These findings are really fascinating because they indicate we may have many innate behaviours in us they we can’t always control and that environmental situations haven’t been able to shift these yet. They also help explain why marketers tend to use attractive women to help promote food – just take a look at this Carls Jr burger ad for proof!