'Beer goggles' not necessary - it's the thought that counts

Stuff.com.nz ^ | 5/4/05 | staff

[pissant]

The mere thought of beer or wine can influence a person's sex drive, according to a study of university students.

Alcohol has a range of effects on dating behaviour: enough booze can wipe away inhibitions and act as an aphrodisiac, or it can dampen sexual performance, the scientific journal Addiction reports in its May issue.

Alcohol can even produce what are jokingly called "beer goggles" meaning potential sexual partners are judged to be more attractive in proportion to how drunk a person is.

But scientists now say that some of the effects that people expect from alcohol can be produced by simple exposure to flashes of alcohol-related words on a computer screen. Ronald Friedman, a psychologist at the University of Missouri, Columbia, and his colleagues tested the idea on 82 male undergraduate students.

The researchers first questioned the men about how they felt alcohol affected their libido, and then presented them with rapidly flashing words and jumbled letters on a computer screen.

One group was exposed to cue words that suggested alcohol, including beer, whisky, martini and malt; the other, control group was exposed to words such as smoothie, espresso and ice.

The men then rated 21 female high-school graduation photos on a scale of 1 to 9 in terms of attractiveness. The men who expected alcohol to boost their libido rated photos more favourably after subconsciously viewing alcohol cue words.

Those who expected alcohol to reduce their performance actually rated the girls as less attractive after boozy words.

"What is most surprising is that mere expectancy can influence perception," said Markus Denzler, of the International University Bremen, Germany, and a co-author of the report

The men were also asked to rate the girls' intelligence based on their pictures. In this case the flashing words had no impact on the results, which researchers suggested indicated that "beer goggles" failed to make the world seem smarter than it really was.

The findings shed some worrying light on our vulnerability to subconscious cues, said Dr Friedman: "These expectations about drugs or alcohol can be activated without your awareness."

He stressed that other studies had shown how simple words can sway human behaviour. One noted study found that after university students were subconsciously exposed to phrases such as "old age" and "bingo" they walked more slowly down hallways.

Jack Darkes, of Tampa, a clinical psychologist at the University of South Florida, who has studied assumptions about alcohol, said the research was another link in a chain of research results.

He said that appreciating the difference between psychological and chemical effects might help people with alcohol addictions to face up to their problem.

[pissant]

You mean if I stare at the Guinness tap handle long enough, it has the same effect? Think of the money you can save!

[martin_fierro]

Obligatory graphic.

[pissant]

Thanks. I've never seen that!

[NormsRevenge]

[shaggy eel]

potential sexual partners are judged to be more attractive in proportion to how drunk a person is.

,,, or if you're sober and their dad owns a brewery.

[cripplecreek]

Beer...It's not just for breakfast anymore.

[Doomonyou]

To be read later doink, off to the bar.

[Hoodlum91]

Seeing as I spent a small fortune last weekend, I'd like to think that I can just stare at the tap for a while. Much healthier for the wallet and me!!

[Dan from Michigan]

So on a bad day, all I have to do is think "12 pack" in order to get the "What the hell happened? I don't want to know." thought later?

Doubt it.

[pissant]

LOL!

[pissant]

",,, or if you're sober and their dad owns a brewery."
_____________________________________________
Worked for Laura Ingraham. She's marrying a beer magnate.

[GSlob]

Staring at the tap handle is not enough. You have to be recalling the taste and aroma, and concentrating on your memories so much that [at the limit] you would actually feel and taste the stuff on your palate. Then and only then will you save money.

[Viking2002]

This, ladies and gentlemen, is where the term 'coyote ugly' originated.

[pissant]

I never have one before 7:00 AM.

[pissant]

You didn't have to chew your arm off in the morning, did you?

[Redcloak]

Well it's sunday morning
And the sun is shining in my
Eye that is open
And my head is spinning
Was the life of the party
I can't stop grinning
I had too much tequila last night

Jose Quervo
You are a friend of mine
I like to drink you with
A little salt and lime
Did I kiss all the cowboys
Did I shoot out the lights
Did I dance on the bar
Did I start any fights

Now wait a minute
Things don't look to familiar
Who is the cowboy who's sleeping beside me
Well he's awful cute
But how'd I get his shirt on
I had too much tequila last night

Jose Quervo
You are a friend of mine
I like to drink you with
A little salt and lime
Did I kiss all the cowboys
Did I shoot out the lights
Did I dance on the bar
Did I start any fights

All those little shooters
How I love to drink them down
Come on bartender lets have another round
Well the music is playing
And my spirits are high
Tomorrow might be painful
But tonight we're going to fly

Jose Quervo
You are a friend of mine
I like to drink you with
A little salt and lime
Everytime we get together
I sure have a good time
You're my friend, you're the best
Mi amigo(Tequila)

Jose Quervo
You are a friend of mine
I like to drink you with
A little salt and lime
Did I kiss all the cowboys
Did I shoot out the lights
Did I dance on the bar
Did I start any fights

Jose Quervo
You are a friend of mine

-Jose Quervo, by Shelley West

[Sonny M]

Beer...It's not just for breakfast anymore.

You can now have it for lunch and dinner too!!!!!!!

[pissant]

GIve it a shot, and report back to us.

[pissant]

I'd go into a coma trying that hard!