Distraction and Desire: Extending the Study of Non-Erotic Thoughts to the South Asian Context

Non-erotic thoughts (NETs) are intrusive cognitions that interfere with sexual enjoyment and have been linked to sexual dysfunction. Despite recognition that sexuality is culturally rooted, no research has examined whether NETs vary across cultures. We investigated cultural differences in NET frequency, anxiety, and content between South Asian and White women in Canada, the USA, and the UK. Given South Asian sexual norms emphasizing procreative sex within marriage and potential guilt/shame when transgressed, we predicted group differences in culturally relevant NET categories. We recruited two independent samples of White women and second-generation South Asian women via Prolific (Sample 1 N = 301; Sample 2 N = 284). Participants completed a modified version of Purdon and Holdaway's (2006) NET measure assessing frequency and associated anxiety. Independent-samples t tests revealed that overall NET frequency and anxiety did not differ significantly between groups. However, two thought categories showed robust cultural differences across both samples: morality/guilt/regret and pregnancy/STI/health concerns. South Asian women reported both higher frequency and higher anxiety for these categories, with effect sizes in the small-to-moderate range (d = .24-.53). Sample 2 revealed additional category-level differences. These findings demonstrate that cultural influences on NETs are domain-specific rather than global, with the largest effects emerging for morality/guilt thoughts, consistent with cultural norms emphasizing sexual modesty. Findings underscore the need for culturally sensitive sexuality models and therapeutic approaches.