How do we apply this finding in our business negotiation?

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"Those who had been exposed to the sexual cues were more likely to accept an unfair offer than those who were not, reports the BBC"


Women's sexual cues have a startling and, some might say, a debilitating effect on men.

When a man catches sight of a beautiful woman, he loses his ability to make good decisions and focus on the task at hand, according to a new study from The University of Leuven in Belgium. Men who have the highest amount of natural testosterone are the most vulnerable to a woman's sexual cues, reports the BBC News.

The study: More than 175 heterosexual male students ages 18 to 28 were recruited to play financial games that would test their sense of fair play. Each man's testosterone level was assessed by comparing the length of his index finger to his ring finger; men whose ring fingers are longer have a higher testosterone level. Just before the financial games began, the men were shown various images.

One group of 44 men were given pictures to rate. Some in this group were shown photographs of landscapes, while the others viewed sexy images of women.
A second group of 37 men were given a bra or a T-shirt and were asked to assess the quality, texture and color of the item.
A third group of 95 men were shown either pictures of elderly women or young models.
After this, they all played the financial game. Pairs of men were given $10. One man suggested the money be split, and the other had to accept or reject the offer. If the offer was accepted, they each walked away with $5. If it was rejected, neither man got to keep any money.

The results: The men who were exposed to the alluring images performed far worse in the financial games than the men who had not seen them. Those who had been exposed to the sexual cues were more likely to accept an unfair offer than those who were not, reports the BBC. The sexual cues seemed to distract them from the task at hand, making it difficult to concentrate and focus. Those who had the highest levels of testosterone performed worst on the test, perhaps because they are most sensitive to alluring images.

Dr. Siegfried DeWitte, one of the researchers who worked on the study, told the BBC: "We like to think we are all rational beings, but our research suggests...that people with high testosterone levels are very vulnerable to sexual cues. If there are no cues around, they behave normally. But if they see sexual images they become impulsive."

The study findings were published in the Proceedings of the Royal Society B. Men."

my reply; WTF??