Undressed for Success? The Effects of Half-Dressed Women on Economic Behavior

43 Pages Posted: 10 May 2018 Last revised: 25 Nov 2018

See all articles by Evelina Bonnier

Evelina Bonnier

Stockholm School of Economics

Anna Dreber

Stockholm School of Economics - Department of Economics

Karin Hederos Eriksson

Stockholm University

Anna Sandberg

Stockholm University - Swedish Institute for Social Research (SOFI)

Date Written: November 23, 2018

Abstract

Images of half-dressed women are ubiquitous in advertising and popular culture. Yet little is known about the potential impacts of such images on economic decision making. We randomize 648 participants of both genders to advertising images including either women in bikini or underwear, fully dressed women, or no women, and examine the effects on risk taking, willingness to compete and math performance in a lab experiment. We find no treatment effects on any outcome measure for women. For men, our results indicate that men take more risk after having been exposed to images of half-dressed women compared to no women.

Keywords: economic decision making, risk preferences, willingness to compete, altruism, experiment

JEL Classification: D03, C91

Suggested Citation

Bonnier, Evelina and Dreber, Anna and Hederos Eriksson, Karin and Sandberg, Anna, Undressed for Success? The Effects of Half-Dressed Women on Economic Behavior (November 23, 2018). Available at SSRN: https://ssrn.com/abstract=3168626 or http://dx.doi.org/10.2139/ssrn.3168626

Evelina Bonnier

Stockholm School of Economics ( email )

P.O. Box 6501
Sveavagen 65
Stockholm
Sweden

Anna Dreber

Stockholm School of Economics - Department of Economics ( email )

P.O. Box 6501
Sveavagen 65
S-113 83 Stockholm
Sweden

Karin Hederos Eriksson

Stockholm University ( email )

Universitetsvägen 10
Stockholm, Stockholm SE-106 91
Sweden

Anna Sandberg (Contact Author)

Stockholm University - Swedish Institute for Social Research (SOFI) ( email )

Stockholm University
SE-106 91 Stockholm
Sweden

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