No wonder that Carl’s Jr. burger cost $6

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Advertisers know that sex sells, but it also helps things sell for more than they otherwise might. Researchers at the University of Leuven in Belgium conducted a study that examined how hard men would bargain in a game that involved splitting up some money. According to a summary of the findings at the nature.com Web site (hat tip to the Arts & Letters Daily site for pointing it out to us), “High testosterone men drove the hardest bargain—unless they had previously viewed pictures of bikini-clad models, in which case they were more likely to accept a poorer deal.” Indeed, “even handling a bra was enough to sap their resolve.” (Isn’t it nice that academic researchers are racking their brains for ways to add to the storehouse of human knowledge?) Thus, dishy women in ads do more than just attract male attention. Perhaps advertisers use “sultry sirens” to sell their wares, the researchers speculate, because “men faced with an attractive woman just don’t strive so hard for a good deal.”

—Posted by Mark Dolliver