The heat of the moment: the effect of sexual arousal on sexual decision making

  title={The heat of the moment: the effect of sexual arousal on sexual decision making},
  author={Dan Ariely and George Loewenstein},
  journal={Journal of Behavioral Decision Making},
Despite the social importance of decisions taken in the “heat of the moment,” very little research has examined the effect of sexual arousal on judgment and decision making. Here we examine the effect of sexual arousal, induced by self-stimulation, on judgments and hypothetical decisions made by male college students. Students were assigned to be in either a state of sexual arousal or a neutral state and were asked to: (1) indicate how appealing they find a wide range of sexual stimuli and… 

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