The Porsche effect: Why racy women turn a man to racy cars

A recent article published by Kobe Millet (FEWEB) among others in the Journal of Experimental Social Psychology shows that the sight of a sexy woman sparks a man’s interest in luxury goods from designer watches to flash cars such as Porsches and Ferraris.

03/08/2011 | 11:03 AM

Porsche effectA frumpy female, on the other hand, inspires thoughts of a more mundane kind.

Young men were introduced to a woman researcher and asked to memorize a list that featured everyday household goods such a towel and mug as well as a Maserati and mansion. Sometimes the researcher was dressed in jeans and trainers; other times she had on a denim mini-skirt and a low-cut top.

When the woman was plainly dressed, the single men were better at remembering the day-to-day items. But when she was more glamorous, the luxury goods were at the forefront of their minds, the article reports. The woman’s appearance had little effect on men in a relationship, suggesting the single men had been trying to work out ways of making themselves be noticed.

Reference full article
Janssens, Kim, Mario Pandelaere, Bram Van den Bergh, emptyKobe Millet, Inge Lens, and Keith Roe (2011), 'Can buy me love. Mate attraction goals lead to perceptual readiness for status products',  Journal of Experimental Social Psychology, 47, 254-258.