The effect of gender and alcohol placement in the processing of sexual intent

Alcohol consumption in women is known to be perceived by men as signalling sexual intent. However, it is unclear whether such assumptions extend to the simple presence of alcohol. The present study investigated the association between gender and alcohol placement on processing of sexual intent.

One hundred and forty-seven sexually experienced male and female participants were shown a brief video of a social interaction between a man and woman depicted with a bottle of water or alcohol. Participants were then asked to rate the female target on sexual intent.

Men inferred greater sexual intent compared to women in the female target when she was depicted with alcohol as compared to water. Contrary to previous research, personality traits did not contribute to perceptions of sexual intent. However, state (sexual-related) variables such as likely sexual relationship between targets and attractiveness of the female target, did increase the level of sexual intent processed.

These findings suggest that alcohol may be a cue used by men in their social environment to process sexual intent. The association of a woman with alcohol suggesting sexual intent could have potential implications for advertising practice which influences sexual beliefs toward women.