1 00:00:06,340 --> 00:00:09,340 My name is Kathleen Vohs. I am a professor at the University of 2 00:00:09,340 --> 00:00:12,56 Minnesota. I'm a social psychologist who works in 3 00:00:12,56 --> 00:00:15,270 the business school. I work in the marketing department. 4 00:00:15,270 --> 00:00:19,175 And today, my lecture will be on the topic of heterosexual, sexual 5 00:00:19,175 --> 00:00:23,598 relationships. So, imagine that you sat down one morning 6 00:00:23,598 --> 00:00:28,334 to breakfast and you opened up your newspaper or you clicked on your favorite 7 00:00:28,334 --> 00:00:33,444 news browser. And you read that officials in the UK let 8 00:00:33,444 --> 00:00:38,772 a group of foreigners settle without proper emigration checks. 9 00:00:38,772 --> 00:00:43,128 Okay, now imagine further that you read that the group of foreigners was a group 10 00:00:43,128 --> 00:00:49,290 of women, and even further, that this was a group of highly attractive women. 11 00:00:49,290 --> 00:00:52,700 The story ended by noting that there may or may not have been sex between the 12 00:00:52,700 --> 00:00:55,990 immigration officers and the foreign women. 13 00:00:55,990 --> 00:01:04,10 Now, a few days later, you read in the newspaper something again about sex. 14 00:01:04,10 --> 00:01:08,630 In this case, it's a Vianese shopping mall and they're offering women a special 15 00:01:08,630 --> 00:01:12,520 promotion. Women who agree, not just agree, but 16 00:01:12,520 --> 00:01:17,135 women who come to their shopping mall topless receive a bottle of champagne, a 17 00:01:17,135 --> 00:01:22,200 free meal and a shopping voucher worth 40 Euros. 18 00:01:22,200 --> 00:01:25,550 This campaign was a huge success, by the way. 19 00:01:25,550 --> 00:01:29,262 And very last, imagine back to your history days when you learned that 20 00:01:29,262 --> 00:01:34,68 Australia was a penal colony. So, back then, this was in the 1800s, the 21 00:01:34,68 --> 00:01:39,740 severest punishment for infractions was to have a public whipping. 22 00:01:39,740 --> 00:01:44,470 Now, female prisoners were given an option that male prisoners were not. 23 00:01:44,470 --> 00:01:48,704 Their whippings would be cut in half if they agreed to take them naked, 24 00:01:48,704 --> 00:01:54,910 presumably to please the male onlookers. What do these stories have in common? 25 00:01:54,910 --> 00:01:59,596 They have in common, the idea that sex is something that women have and, and seem 26 00:01:59,596 --> 00:02:04,796 to own or posses, in a sense. And that men are willing to trade 27 00:02:04,796 --> 00:02:09,340 resources to obtain that sex in some way, shape or form. 28 00:02:09,340 --> 00:02:14,949 So, the resources can be living in a safe country, it can be money, monetary, money 29 00:02:14,949 --> 00:02:21,974 resources or it can be the lessening of a very, very harsh punishment. 30 00:02:21,974 --> 00:02:26,528 The lecture today will be about this very idea, that sex is a female resource and 31 00:02:26,528 --> 00:02:30,686 that men are willing to trade resources that they posses or have access to in 32 00:02:30,686 --> 00:02:37,575 order to gain sexual access to women. It is called sexual economics. 33 00:02:37,575 --> 00:02:41,535 And it's probably the most unromantic theory about sex you'll ever have 34 00:02:41,535 --> 00:02:45,322 learned. But in it we're able to describe and 35 00:02:45,322 --> 00:02:52,216 predict people's behaviors on the basis of fundamental basic economic principles. 36 00:02:52,216 --> 00:02:56,580 So, let me tell you a little bit more about the core ideas. 37 00:02:56,580 --> 00:03:00,927 The core ideas of sexual economic series are that countries, cultures, and 38 00:03:00,927 --> 00:03:06,640 individuals treat female sexuality as if it has value and is precious. 39 00:03:06,640 --> 00:03:11,340 Male sexuality however, has no value or worth. 40 00:03:11,340 --> 00:03:16,633 Women own sex, that is, it is theirs to decide when sex occurs, with whom, why, 41 00:03:16,633 --> 00:03:22,972 and how. And men, conversely enter into a sexual 42 00:03:22,972 --> 00:03:28,994 interaction with other resources. And they're seeking to trade them with 43 00:03:28,994 --> 00:03:33,300 women for access to them, sexually. Now, these resources can be monetary. 44 00:03:33,300 --> 00:03:38,90 But they can also be things like rights, like voting rights or land. 45 00:03:38,90 --> 00:03:43,210 It can be emotional, such as caring and being kind to them or affectionate. 46 00:03:43,210 --> 00:03:47,96 And they could be relationship oriented resources as well, such as commitment, 47 00:03:47,96 --> 00:03:50,460 devotion, marriage and last, even children, the agreement that this 48 00:03:50,460 --> 00:03:55,867 relationship can bear children. In the sexual economics theory, it's 49 00:03:55,867 --> 00:03:59,843 understood that a high price of sex, which is to say the amount or the 50 00:03:59,843 --> 00:04:04,884 costliness or the preciousness of the resources that men give, that the price 51 00:04:04,884 --> 00:04:09,712 of sex when it's high, that favors women and men would like the price of sex to be 52 00:04:09,712 --> 00:04:16,527 low. So, women's goals are often to obtain 53 00:04:16,527 --> 00:04:21,609 resources as many as possible before sex will commence and men's goal will be to 54 00:04:21,609 --> 00:04:27,245 obtain sex without having to give many resources. 55 00:04:27,245 --> 00:04:33,130 what are we talking about when we talk about sex in this theory? 56 00:04:33,130 --> 00:04:37,750 Well, the idea of sex is broader than simply the act of sexual intercourse. 57 00:04:37,750 --> 00:04:42,164 Sex can be talking about sex. Sex can include being near an attractive 58 00:04:42,164 --> 00:04:47,268 woman or a sexual woman. Sex can include viewing or finding sexual 59 00:04:47,268 --> 00:04:52,475 imagery appealing. And this includes acts with a variety of 60 00:04:52,475 --> 00:04:57,350 sexual overtones, such as dating, flirting, touching, fondling and also, of 61 00:04:57,350 --> 00:05:03,626 course, sexual intercourse. So, how do we know that sex is a female 62 00:05:03,626 --> 00:05:07,955 resource? Well, there are several experiments that 63 00:05:07,955 --> 00:05:12,630 pinpoint this idea that women are the gatekeepers of sex. 64 00:05:12,630 --> 00:05:16,412 So, one telling study, as to men and women in dating relationships, at what 65 00:05:16,412 --> 00:05:20,11 number of dates do you think it's appropriate for men and women to first 66 00:05:20,11 --> 00:05:24,206 have sex? In case you're wondering, men, on 67 00:05:24,206 --> 00:05:29,509 average, think that the number of dates should be half as many as women. 68 00:05:30,640 --> 00:05:34,711 And then, more importantly, for this idea that women own sex and decide when sex 69 00:05:34,711 --> 00:05:39,239 occurs in a relationship. The researchers then further asked these 70 00:05:39,239 --> 00:05:43,691 men and women when in your dating relationships did sex take place? 71 00:05:43,691 --> 00:05:47,351 And what they find is that men's preferences or ideas about what number of 72 00:05:47,351 --> 00:05:51,311 dates sex should first take place on or no relationship to when they were having 73 00:05:51,311 --> 00:05:56,863 sex in their relationships. But women's preferences and ideas about 74 00:05:56,863 --> 00:06:00,223 when sex should first take in a relationship were almost perfectly 75 00:06:00,223 --> 00:06:05,902 correlated with when men and women actually had sex in those relationships. 76 00:06:05,902 --> 00:06:11,966 So, this underscores, this idea that women are the gatekeepers of sex. 77 00:06:11,966 --> 00:06:15,630 They decide when, how, and why sex occurs. 78 00:06:15,630 --> 00:06:20,322 We come to understand the idea that women have more negotiating power when it comes 79 00:06:20,322 --> 00:06:24,266 to sex as stemming from a basic underlying difference between men and 80 00:06:24,266 --> 00:06:30,993 women's desire to have sex. So, in a paper that my colleagues and I 81 00:06:30,993 --> 00:06:37,360 published in early 2000s, we investigated whether men or women want sex more. 82 00:06:37,360 --> 00:06:41,712 [LAUGH] It may not sound like a very interesting or surprising question, but 83 00:06:41,712 --> 00:06:45,520 in fact, the literature was quite divided. 84 00:06:45,520 --> 00:06:48,820 When we looked at various textbooks about sexuality, some of them said, well of 85 00:06:48,820 --> 00:06:54,107 course men want sex more than women. But others said, women want sex more than 86 00:06:54,107 --> 00:06:57,734 men. And still, yet, others said the question 87 00:06:57,734 --> 00:07:02,390 should not even be asked. We decided to do an investigation into 88 00:07:02,390 --> 00:07:06,190 the science. We wanted to read all scientific articles 89 00:07:06,190 --> 00:07:11,86 on men and women's sexual preferences, emotions, ideas, beliefs, attitudes and 90 00:07:11,86 --> 00:07:14,420 behaviors. And so, we did that. 91 00:07:14,420 --> 00:07:19,640 We read over 250 articles about men and women sexual desires and behaviors. 92 00:07:19,640 --> 00:07:24,312 And we broke the research down into 12 different categories of indicators of 93 00:07:24,312 --> 00:07:28,827 sexual motivation. So, things like how frequency, how 94 00:07:28,827 --> 00:07:34,468 frequently people have sexual fantasies? the desired number of sexual partners, 95 00:07:34,468 --> 00:07:38,890 the liking for a variety of sexual practices and the amount of masturbation 96 00:07:38,890 --> 00:07:44,240 that people engage in. And across all 12 categories, we found 97 00:07:44,240 --> 00:07:49,60 overwhelming evidence that men want sex more than women. 98 00:07:49,60 --> 00:07:52,492 Perhaps not surprising to some, but again, that was an important step for us 99 00:07:52,492 --> 00:07:55,528 in this investigation of sexual economics. 100 00:07:55,528 --> 00:08:00,840 And so, when we now understand that men want sex more than women, we can better 101 00:08:00,840 --> 00:08:07,380 understand how men and women enter into a sexual relationship. 102 00:08:07,380 --> 00:08:09,950 Or rather, a relationship that may turn sexual. 103 00:08:09,950 --> 00:08:14,435 So now, understanding that on average, when a man and a woman come together in a 104 00:08:14,435 --> 00:08:18,920 relationship that may turn sexual, he, on average, will want sex more than she 105 00:08:18,920 --> 00:08:23,872 does. This means that she has more negotiating 106 00:08:23,872 --> 00:08:28,763 power in order to request or demand other types of resources before sex will take 107 00:08:28,763 --> 00:08:33,113 place. There's a theory called the principle of 108 00:08:33,113 --> 00:08:36,422 least interest. And in it, it states that whenever two 109 00:08:36,422 --> 00:08:40,266 parties come together to have a negotiation, the party that is interested 110 00:08:40,266 --> 00:08:44,310 in the outcome the least has the most power. 111 00:08:44,310 --> 00:08:47,70 So, if you've ever been in love with someone and you love that person more 112 00:08:47,70 --> 00:08:49,900 than that person loves you, you've felt this. 113 00:08:49,900 --> 00:08:53,743 That you would do more things, you would sacrifice more than would the other 114 00:08:53,743 --> 00:08:57,44 person. And so, when men and women enter into a 115 00:08:57,44 --> 00:09:02,510 sexual negotiation, because men, in general, will want sex more than women. 116 00:09:02,510 --> 00:09:08,316 Women then, can ask for other resources in exchange before sex will take place. 117 00:09:08,316 --> 00:09:14,460 Now, the sexual economics theory is backed up by a variety of research. 118 00:09:14,460 --> 00:09:18,750 Like in the other paper I described, we read over 200 scholarly articles about 119 00:09:18,750 --> 00:09:23,40 how men and women think about sex and whether we could understand sex as female 120 00:09:23,40 --> 00:09:28,440 resource that men trade other resources to obtain. 121 00:09:28,440 --> 00:09:32,532 We reviewed scholarly research from anthropology, sociology, clinical 122 00:09:32,532 --> 00:09:37,234 psychology, demography, medicine, health, history and the like. 123 00:09:37,234 --> 00:09:38,924 And we were overwhelmed by the amount of evidence that we were able to obtain in 124 00:09:38,924 --> 00:09:41,72 support of a sexual economics theory. So, let me tell you a few pieces of 125 00:09:41,72 --> 00:09:42,898 information and then some experiments that my lab conducted. 126 00:09:42,898 --> 00:09:50,17 And one piece of information that helps us understand sexual economics are 127 00:09:50,17 --> 00:09:56,910 conditions in which there are differences, discrepancies in the number 128 00:09:56,910 --> 00:10:05,110 of men and women there are in a local environment. 129 00:10:05,110 --> 00:10:09,598 And so if we understand women as owning sex and men wanting sex, this is going to 130 00:10:09,598 --> 00:10:13,888 be a very crude analogy, but because we're talking about an economic model, we 131 00:10:13,888 --> 00:10:19,940 can understand women as in a sense being sellers. 132 00:10:19,940 --> 00:10:25,540 And men, in a sense, being buyers. So there are studies of what happens in a 133 00:10:25,540 --> 00:10:32,650 local environment when there are more women to men or more men, men to women. 134 00:10:32,650 --> 00:10:36,246 And so, in one of these studies, the researchers found in a historical 135 00:10:36,246 --> 00:10:40,276 analysis of women's clothing that when there are many, many, many more men in a 136 00:10:40,276 --> 00:10:44,58 local environment compared to women, this means that women had even more 137 00:10:44,58 --> 00:10:49,450 negotiating power than they would otherwise. 138 00:10:49,450 --> 00:10:52,778 And, in the clothing analysis, they found that skirt lengths, women's skirt 139 00:10:52,778 --> 00:10:56,106 lengths, were the longest in conditions in which there were many more men in a 140 00:10:56,106 --> 00:11:01,870 local environment compared to women. Now, the converse happened as well. 141 00:11:01,870 --> 00:11:06,130 In local environments across history, when there'd be more women in the 142 00:11:06,130 --> 00:11:12,320 environment than men, skirt lengths rose, so that the skirts were shorter. 143 00:11:12,320 --> 00:11:17,284 And we understood this in our theory as the way that women dress and the way that 144 00:11:17,284 --> 00:11:23,758 their skirts rise and fall might represent something like advertising. 145 00:11:23,758 --> 00:11:27,726 That when women sexuality is their, again, this is very crude, but is their 146 00:11:27,726 --> 00:11:32,810 product then, they need to advertise their product in some ways. 147 00:11:32,810 --> 00:11:36,822 And wearing alluring clothing is one way for women to see more sexual, and that 148 00:11:36,822 --> 00:11:40,834 need would arise when women are competing with other women more so than when there 149 00:11:40,834 --> 00:11:46,616 are fewer women to compete with. So, that means the conditions in which 150 00:11:46,616 --> 00:11:50,950 there are lots of women and very few men, women dress more sexily. 151 00:11:50,950 --> 00:11:54,546 And when there are many more men than women in an environment, women didn't 152 00:11:54,546 --> 00:11:59,109 have to dress very sexy and they kept their skirt lengths long. 153 00:11:59,109 --> 00:12:02,973 other research supports this idea that men and women trade sex in other types of 154 00:12:02,973 --> 00:12:06,422 resources. So, in one paper that asked men and 155 00:12:06,422 --> 00:12:10,910 women, what most annoys or irritates them about dating relationships with the 156 00:12:10,910 --> 00:12:17,252 opposite sex, they found evidence in support of sexual economics theory. 157 00:12:17,252 --> 00:12:21,441 So, women reported that the most irritating thing about dating a man is 158 00:12:21,441 --> 00:12:27,133 when a man offers relationship promises before the couple has sex. 159 00:12:27,133 --> 00:12:31,464 And once the couple has sex, he is nowhere to be found and the relationship 160 00:12:31,464 --> 00:12:36,560 does not ensue. Men have a different complaint. 161 00:12:36,560 --> 00:12:41,114 Men complain that when they court a woman for a very long time and shower her with 162 00:12:41,114 --> 00:12:45,668 gifts and dinners and other kinds of monetary or even affectionate resources, 163 00:12:45,668 --> 00:12:50,930 and then the relationship never turns sexual. 164 00:12:50,930 --> 00:12:54,773 So, in both of these cases we see that a resource was given up by one gender and 165 00:12:54,773 --> 00:12:58,799 there was an expectation that the other resource would come in and be traded for 166 00:12:58,799 --> 00:13:03,792 it, but then that expectation then was not met. 167 00:13:03,792 --> 00:13:08,549 These irritations about courtship also support the idea of sexual economics and 168 00:13:08,549 --> 00:13:14,529 sex as a female and tradeable resource. Now, we move to some experiments in my 169 00:13:14,529 --> 00:13:19,1 lab to try to better understand sexual economics. 170 00:13:19,1 --> 00:13:23,901 And and in particular, how we can better understand women's reactions to, to the 171 00:13:23,901 --> 00:13:28,196 idea of sex. So, in these experiments, what we have 172 00:13:28,196 --> 00:13:33,22 men and women doing is we have them viewing sexual imagery. 173 00:13:33,22 --> 00:13:37,329 And we use their reactions to sexual imagery as a proxy for how they feel 174 00:13:37,329 --> 00:13:41,501 about sex in general. So, the general setup of these 175 00:13:41,501 --> 00:13:45,466 experiments is that subjects come into the lab and they sit down, and they view 176 00:13:45,466 --> 00:13:51,977 a series of print advertisements. And the key advertisement is one for a 177 00:13:51,977 --> 00:13:55,984 watch. And that watch is either promoted by an 178 00:13:55,984 --> 00:14:03,740 ad that features a highly sexual scene or an ad that features a non-sexual scene. 179 00:14:03,740 --> 00:14:07,733 In this scene we have of a picture of mountains, actually. 180 00:14:07,733 --> 00:14:11,155 We have our subjects coming in and looking at these, and then giving us 181 00:14:11,155 --> 00:14:16,731 their spontaneous reactions to the ads. And we have them doing that by when 182 00:14:16,731 --> 00:14:21,730 they're viewing the ads, they rehears a ten digit number in their heads. 183 00:14:21,730 --> 00:14:25,300 Why do we do this? Because previous research has shown that 184 00:14:25,300 --> 00:14:28,772 when you get men and women to be distracted with another task, their 185 00:14:28,772 --> 00:14:33,964 spontaneous gut reactions to the environment can come out more. 186 00:14:33,964 --> 00:14:38,180 And we're interested in men and women spontaneous impulsive reactions to sexual 187 00:14:38,180 --> 00:14:41,705 imgary. So, in the first experiment, our subjects 188 00:14:41,705 --> 00:14:46,455 come inside a lab and they start rehearsing that ten digit number. 189 00:14:46,455 --> 00:14:50,680 Now, we have them looking through a booklet with print advertisements, one of 190 00:14:50,680 --> 00:14:54,710 which then shows that watch that I mentioned, either being advertised in a 191 00:14:54,710 --> 00:14:59,139 sexual scene or in a mountain-scape scene. 192 00:14:59,139 --> 00:15:04,314 And the part that makes this study having to do with sexual economics is, we then 193 00:15:04,314 --> 00:15:08,915 further vary the ads by one other dimension. 194 00:15:08,915 --> 00:15:13,520 Some participants saw the ad for the watch and it was plain. 195 00:15:13,520 --> 00:15:16,270 Nothing about it was particularly different. 196 00:15:16,270 --> 00:15:19,860 It was either situated in a sexual scene or mountain scene. 197 00:15:19,860 --> 00:15:24,340 But other participants saw the ads and they saw the watch being draped by a red 198 00:15:24,340 --> 00:15:28,366 ribbon. And underneath the ad, we've written the 199 00:15:28,366 --> 00:15:34,470 tag line, this is a watch that men will give to the special woman in their lives. 200 00:15:34,470 --> 00:15:38,958 So, in these conditions, we hope to bring up the idea of a resource transfer from 201 00:15:38,958 --> 00:15:43,548 men to women. And in this way, we thought that we could 202 00:15:43,548 --> 00:15:50,390 get women to view the sexual ads as being more appealing than they would otherwise. 203 00:15:50,390 --> 00:15:54,44 So, what we know from previous research is that, women don't generally like 204 00:15:54,44 --> 00:15:58,445 sexual ads. They view them as unfavorable, unlikable, 205 00:15:58,445 --> 00:16:03,242 crass, crude and so on. And so, our goal with this experiment was 206 00:16:03,242 --> 00:16:07,768 to see if we could get women to think of about a sexual ad or sexual imagery as 207 00:16:07,768 --> 00:16:13,856 representing resource transfer between a man and a woman. 208 00:16:13,856 --> 00:16:17,320 Maybe women would like the sexual imagery more. 209 00:16:17,320 --> 00:16:21,214 So, our prediction was that when women saw a sexual ad and that sexual ad 210 00:16:21,214 --> 00:16:25,570 reminded them of gifts that men give to special women in their lives, they would 211 00:16:25,570 --> 00:16:29,662 like the sexual ad more than if the sexual ad had no reminders of gifts being 212 00:16:29,662 --> 00:16:37,230 given from men to women. And that is exactly what we found. 213 00:16:37,230 --> 00:16:41,455 We found that when women saw a sexual ad, compared to a mountain ad, they didn't 214 00:16:41,455 --> 00:16:46,98 like the sexual ad very much. They thought it was relatively 215 00:16:46,98 --> 00:16:50,578 unfavorable, unlikable and so on. But when women saw a sexual ad that was 216 00:16:50,578 --> 00:16:54,802 paired with the understanding that the product in the ad could be used by a man 217 00:16:54,802 --> 00:17:01,850 to honor the special woman in his life, then they liked the sexual ad much more. 218 00:17:01,850 --> 00:17:05,946 And in fact, it became statistically equivalent to their feelings about the 219 00:17:05,946 --> 00:17:10,260 non-sexual ad. So, this was quite remarkable because in 220 00:17:10,260 --> 00:17:14,0 general, women take a hard stance against sexual imagery and they tend not to like 221 00:17:14,0 --> 00:17:17,530 it. And this was a novel finding that we 222 00:17:17,530 --> 00:17:21,690 could make women appreciate sexual imagery more because of this reminder of 223 00:17:21,690 --> 00:17:26,232 resource transfer. Now, in the second experiment, we 224 00:17:26,232 --> 00:17:30,562 conducted, we wanted to understand several new things. 225 00:17:30,562 --> 00:17:34,405 One, we wanted to shift the idea of resource transfer away from something 226 00:17:34,405 --> 00:17:38,838 that was a monetary and, you know, physical, like a gift. 227 00:17:38,838 --> 00:17:43,453 And move it to something that, especially modern women, are interested in receiving 228 00:17:43,453 --> 00:17:48,622 emotional and relational resources. And so, in study two, we connected the 229 00:17:48,622 --> 00:17:54,16 idea of resource transfers from men to women in an emotional relational way. 230 00:17:54,16 --> 00:17:56,980 And I'll tell you in a minute how we did that. 231 00:17:56,980 --> 00:18:00,992 The second thing we did in experiment two that was different from experiment one, 232 00:18:00,992 --> 00:18:04,827 is we, not only measured how women felt about sexual imagery, we also measured 233 00:18:04,827 --> 00:18:09,255 their mood. Because our hypothesis was, is that 234 00:18:09,255 --> 00:18:13,740 sexual imagery, when it's used without mentions of resource transfer, makes 235 00:18:13,740 --> 00:18:18,260 women upset and angry. But that, when resource transfer is 236 00:18:18,260 --> 00:18:23,200 involved in the sexual imagery, that that would soften women's negative mood. 237 00:18:23,200 --> 00:18:26,780 And so, in this experiment we have women coming into the lab. 238 00:18:26,780 --> 00:18:31,350 And the first thing they do for us is they do a proofreading task. 239 00:18:31,350 --> 00:18:35,445 In a proofreading task, their job is to read a paragraph of text and to find if 240 00:18:35,445 --> 00:18:39,960 we have misspellings or grammar errors in the text. 241 00:18:39,960 --> 00:18:44,584 This task is one where we are able then, to get women exposed to different types 242 00:18:44,584 --> 00:18:48,230 of information. And in this experiment, we have them 243 00:18:48,230 --> 00:18:51,620 reading text that refers to one of three themes. 244 00:18:51,620 --> 00:18:55,354 We have a loyalty prime. And a, the loyalty prime condition are 245 00:18:55,354 --> 00:18:59,130 participants who are reading about a man and a woman, who are a couple, and the 246 00:18:59,130 --> 00:19:04,197 man is extremely loyal to the woman. So, for example, it would read things 247 00:19:04,197 --> 00:19:08,60 like, John and Mary are young and have a lot going for them. 248 00:19:08,60 --> 00:19:11,842 Their friends notice how completely devoted John is to Mary and how he used 249 00:19:11,842 --> 00:19:16,10 to lead a bachelor lifestyle but that all has changed. 250 00:19:16,10 --> 00:19:21,439 We, also, in another condition, had subjects reading about a disloyalty 251 00:19:21,439 --> 00:19:24,364 prime. And in this proofreading task, our 252 00:19:24,364 --> 00:19:27,262 subjects also read about John and Mary, who are also a young couple with a lot 253 00:19:27,262 --> 00:19:31,359 going for them. But in this condition our subjects also 254 00:19:31,359 --> 00:19:35,913 read that all their friends noticed that John is not completely devoted to Mary 255 00:19:35,913 --> 00:19:40,191 and that John used to lead a bachelor lifestyle and that not, has not really 256 00:19:40,191 --> 00:19:45,740 changed. So now, they're thinking about men, not 257 00:19:45,740 --> 00:19:49,870 being very loyal to women and not transferring those emotional and 258 00:19:49,870 --> 00:19:54,410 relational resources. And then, in the third aspect of this 259 00:19:54,410 --> 00:19:58,710 proofreading task, we also have our subjects reading about John and Mary. 260 00:19:58,710 --> 00:20:02,919 But now, John and Mary are students at the university who are both involved with 261 00:20:02,919 --> 00:20:06,910 the university organization, the student senate. 262 00:20:06,910 --> 00:20:09,779 So, they read about the two of them working on activities together. 263 00:20:11,260 --> 00:20:15,612 After one of these three proofreading tasks, now we have our subjects looking 264 00:20:15,612 --> 00:20:19,550 at the sexual imagery or the mountain imagery. 265 00:20:19,550 --> 00:20:25,545 Again, in a way to view a product. And our prediction was, that when women 266 00:20:25,545 --> 00:20:29,185 are reminded of a lack of research transfer from men to women, so the 267 00:20:29,185 --> 00:20:34,548 disloyalty prime condition. They review the sexual imagery in a very 268 00:20:34,548 --> 00:20:38,193 negative fashion. But when women read about the loyalty 269 00:20:38,193 --> 00:20:41,910 prime and that activated for them the idea of emotional and relational 270 00:20:41,910 --> 00:20:46,131 resources being transferred from men to women that they would like the sexual ad 271 00:20:46,131 --> 00:20:50,100 more. And they would find it more appealing. 272 00:20:50,100 --> 00:20:54,10 And that is what we found. So, women's reactions to the sexual 273 00:20:54,10 --> 00:20:58,350 imagery was predicted by whether we reminded them of a loyal relationship 274 00:20:58,350 --> 00:21:05,20 partner, a disloyal relationship partner or a neutral relationship. 275 00:21:05,20 --> 00:21:08,650 We found that reactions to the ad were most negative when women were reminded of 276 00:21:08,650 --> 00:21:12,666 a disloyal partner. But reactions to the sexual ad were more 277 00:21:12,666 --> 00:21:16,470 positive when women were reminded of a loyal partner. 278 00:21:16,470 --> 00:21:21,227 Again, stimulating that idea of emotional and relational resources from men to 279 00:21:21,227 --> 00:21:24,687 women. And reactions to the sexual ad fell in 280 00:21:24,687 --> 00:21:29,42 between for our participants who read about John and Mary being in the student 281 00:21:29,42 --> 00:21:33,238 senate. Furthermore, I told you that we tested 282 00:21:33,238 --> 00:21:35,850 mood. And our idea was that when women read 283 00:21:35,850 --> 00:21:41,130 about a sexual ad, that doesn't include resource transfer, that makes them angry. 284 00:21:41,130 --> 00:21:45,46 And that is what we found. That women we're the most upset about the 285 00:21:45,46 --> 00:21:49,206 ad and they registered the highest degree of negative emotions when they saw a 286 00:21:49,206 --> 00:21:53,366 sexual imagery seen, that was preceded by a reminder of men, not being loyal to 287 00:21:53,366 --> 00:21:58,56 women. But when women read about men being loyal 288 00:21:58,56 --> 00:22:01,566 to women, seeing this sexual imagery didn't make them all that upset and their 289 00:22:01,566 --> 00:22:07,184 negative emotions were lower. So, we've found evidence for the idea 290 00:22:07,184 --> 00:22:12,210 that women like the concept of resource transfer from men to women. 291 00:22:12,210 --> 00:22:16,110 And that when that idea of transfer is broken in the, like the disloyalty 292 00:22:16,110 --> 00:22:20,530 condition, that they get quite upset and they have a negative reaction to the idea 293 00:22:20,530 --> 00:22:26,210 of sex. So, in conclusion, the lecture today has 294 00:22:26,210 --> 00:22:31,241 made several points. One is that female sexuality is treated 295 00:22:31,241 --> 00:22:35,891 as if it has value and is precious and has a price, so to speak, and hence, sex 296 00:22:35,891 --> 00:22:42,650 is a female resource. Male sexuality, conversely, has no such 297 00:22:42,650 --> 00:22:45,813 value. Countries, cultures, and individuals do 298 00:22:45,813 --> 00:22:51,230 not treat male sexuality as if it is precious or can be traded for a price. 299 00:22:51,230 --> 00:22:55,756 There is a sexual marketplace that exists, that link couples together 300 00:22:55,756 --> 00:23:02,580 whereas, where women can trade sex for other resources that men might give them. 301 00:23:02,580 --> 00:23:08,564 These might be gifts or money or rights or relationship commitment or affection, 302 00:23:08,564 --> 00:23:13,242 or children. And last, data from my own lab has shown 303 00:23:13,242 --> 00:23:18,170 that linking resource transfers for the idea of men giving women resources, 304 00:23:18,170 --> 00:23:23,329 possibly a gift, possibly relationship loyalty, that makes the idea of sex seem 305 00:23:23,329 --> 00:23:27,823 more appealing to women.