Men apparently will not remember the news when a sexy female
anchor reports it. Well, they may recall some of the details. But
researchers seem pretty sure that, at least, sexy news anchors distract male viewers
. Surprising, right? Perhaps. Science has an uncanny ability to inform about things that we already know
This latest research tidbit comes courtesy of a team of two Indiana
University scholars who devised an experiment that found that "emphasis
on the sexual attractiveness" of female anchors has the quaint ability
of distracting "memory formation" among males.
Writing at Miller-McCune magazine, Tom Jacobs
breaks down their experiment
, which consisted of creating two versions
of a short newscast featuring a participating 24-year-old female anchor.
In one version, this anchor wore "a tight-fitting dark blue jacket and
skirt that accented her waist-to-hip ratio" along with red lipstick and a
necklace. In another, she was attired in "a shapeless and loose-fitting
dark blue jacket and skirt" and was lipstick and necklace-less." 400
participants were then assigned to watch a "newscast" of the anchor
reading news stories and then were asked multiple-choice questions about
the content of the stories she read.
The results? "Researchers
found the men recalled 'significantly more information watching the
unsexualized anchor deliver news than her sexualized version,'" Jacobs
writes, noting that women's answers were unaffected by the change in
dress. The reason--researchers speculate--is that men favor
"visual over verbal processing," which lead them to focus "more on the
broadcaster’s appearance than on the material she was delivering."
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