Two researchers at Indiana University wanted to see how an anchorwoman’s looks and clothing style would affect the news. So they had two groups of men watch two different newscasts, featuring the exact same news and the exact same anchor.
The only difference? One group saw the anchorwoman in tight-fitting clothes and red lipstick, showing off her curves and some cleavage. The other group saw her in a shapeless and loose-fitting jacket with no makeup.
Afterward, the men took a quiz on the news. And the men who had the sexed-up anchor remembered, quote, “significantly [less] information than [the men] watching the unsexualized anchor.”
The researchers ran the same experiment with woman and found the opposite was true…women remembered MORE of the info from the sexed up version than the sexless version.
They didn’t offer a theory on why women retained more info when the anchorwoman looked more attractive. (–Could it be because women are socially trained to respect attractive women more than ugly ones?)