Not intending but somewhat willing: the influence of visual primes on risky sex decisions

This article investigates a potential mechanism underlying the 'sexually conservative puzzle' (the scenario where people reporting little to no casual sex intentions nevertheless go on to engage in casual sex).

In two experiments, we tested whether people reporting no behavioural intentions (BI) for casual sex were nevertheless more responsive to risk-conducive cues, when compared to those with some BI. Responsiveness to cues was assessed in terms of increases in behavioural willingness (BW) for casual sex.

In Study 1, subliminal priming of sexual images (vs. control images) increased the casual sex BW of male undergraduates, but only among those who had previously reported no BI for casual sex in a baseline survey. In Study 2, these results were replicated using supraliminal priming with a more diverse online sample; effects were not moderated by age, education, or relationship status.

Overall, these findings suggest that although sexually conservative people often do not plan on having sex (i.e., they have no BI), for some, their reactive, context-sensitive decision-making (i.e., their BW) can be swayed in the presence of risk-conducive cues.

What is already known on this subject? The sexually conservative puzzle occurs when those with low casual sex intentions go on to have casual sex. When experience for a health-risk behaviour is low, behavioural willingness (BW) tends to predict better than behavioural intentions (BI). Risk-inductive cues can increase risk cognitions and behaviour, but there are important individual differences. What does this study add? Among men with low BI for casual sex at baseline, sexual primes increased casual sex BW. It appears that more sexually conservative men are more swayed by sexual cues. Results highlight an interesting and rather unsuspected group of at-risk individuals.