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Gender-Specificity in Viewing Time Among Heterosexual Women

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Abstract

Measures of sexual interest tend to be more gender-specific in heterosexual men than in heterosexual women. Cognitive measures, such as viewing time to attractive stimuli, may also show similar patterns of gender-specificity or nonspecificity among men and women and thus serve as useful adjuncts to more direct measures of sexual interest. The objectives of the present research were to determine the extent of gender-specificity in women’s viewing times for female pictures (varying in their perceived physical attractiveness) and explore the influence of social comparison of physical appearance on these patterns of responses. In Study 1, we recorded only women’s viewing times for pictures of both genders, measured self-reported menstrual cycle phase, and manipulated the waist-to-hip ratio of the women in the female pictures. In Study 2, we recorded women’s and men’s viewing times, self-reported sexual attraction to pictures of males and females, and physical appearance social comparison. Study 1 found that heterosexual women’s viewing time toward female pictures was not associated with manipulation of the perceived attractiveness of those pictures. Study 2 found that heterosexual men were more gender-specific than heterosexual women in their viewing time patterns. We also found that reported sexual attraction and physical appearance social comparison were associated with heterosexual women’s viewing times for female pictures, while heterosexual men’s viewing times were associated with sexual attraction only. Our results are discussed in relation to the utility of viewing time as an indicator of visual attention toward attractive or sexually appealing visual stimuli.

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Notes

  1. Before we analyzed the effect of menstrual cycle on women’s viewing time, we classified those women in the ovulatory phase into two groups: Group 1 (women who were closer to the ovulatory period on days 12–14) and group 2 (women who were tested earlier in their cycle on days 6–11) to examine whether women who were closer to the ovulatory period showed a different pattern than women who were tested earlier in their ovulatory phase. A 2 (Ovulatory phase: Group 1, Group 2) × 2 (Picture Type: Male, Female) repeated measures ANOVA did not reveal a significant main effect for ovulatory phase, F(1, 57) < 1. Thus, women on days 6–14 were all included in the ovulatory phase.

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  1. Key Laboratory of Cognition and Personality, Southwest University, Chongqing, China

    Yin Xu & Yong Zheng

  2. Department of Psychology, Institute of Psychiatry, King’s College London, London, UK

    Qazi Rahman

  3. Faculty of Psychology, Southwest University, No. 2 Tiansheng, Beibei, Chongqing, 400715, China

    Yong Zheng

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Xu, Y., Rahman, Q. & Zheng, Y. Gender-Specificity in Viewing Time Among Heterosexual Women. Arch Sex Behav 46, 1361–1374 (2017). https://doi.org/10.1007/s10508-016-0795-2

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