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

43 Pages Posted: 10 May 2018 Last revised: 17 Aug 2018

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: August 16, 2018

Abstract

Images of half-naked women are in many societies ubiquitous in advertising and popular culture. Yet relatively little is known about the potential impacts of such images on economic decision making. In this paper, we examine how exposure to images of half-naked women affect risk taking, willingness to compete and math performance. We perform a lab experiment with a total of 648 participants of both genders, randomly exposing participants to advertising images including either women in bikini or underwear, fully dressed women, or no women. Exposure to images of half-naked women could potentially have effects on economic preferences and performance through channels such as arousal, cognitive load and stereotyping. Following a pre-registered pre-analysis plan, we find no treatment effects on any of the outcome measures for female participants. For male participants, we also find no effect on willingness to compete or math performance, but our results indicate that men take more risk after having been exposed to images of half-naked women compared to images including no women. We thus do not find any strong support for the hypothesis that exposure to images of half-naked women impact economic preferences, but given the indications of an effect on men's risk taking future studies should explore this further.

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-Naked Women on Economic Behavior (August 16, 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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