Men like to look at women:
Men find photos of the opposite sex much more "rewarding" than women, new research claims today.
According to the study men take the same pleasure out of looking at an attractive female form as they do from having a curry or making money whereas women do not take any significant reward from looking at pictures of men.
....The findings shed light on why men are much greater consumers of pornography than women and why sales of Playboy have always exceeded those of Playgirl, according to Dr Benjamin Hayden at the Centre for Neuroeconomic Studies, Duke University School of Medicine, Durham, North Carolina.
"One natural inference is that men are more willing to pay to see these images," he told The Daily Telegraph.
Previous research has identified several core characteristics of rewards. Economists have shown that people tend to be impulsive, meaning they prefer rewards sooner than later, and that they are less impulsive when rewards are bigger.
This study shows that photos follow the same principles, and that more attractive photos act like larger rewards, said Dr Hayden. Rewards also offer incentives to work harder and they can be traded for other kinds of rewards, which is why men exchange money for pictures of naked women.
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