In a previous blog examining whether having a tattoo makes women more attractive, I mentioned two studies carried out by Dr. Nicolas Guéguen on a French beach. He predicted that women with tattoos would be more likely to be approached on the beach by men. In the studies, Guéguen found that compared to non-tattooed women (i) more men approached tattooed women for a date and (ii) more men estimated themselves as having more chances to date and have sex on the first date. After reading this study, I found that Dr. Guéguen has made a very successful research career out of repeatedly doing the same types of field study by examining a wide range of factors that may influence ‘courtship requests’. In short, he has examined whether the chances of successful courtship solicitation requests (e.g., men asking for a woman’s phone number, men asking women out for a drink, etc.) asking can be influenced by the gender of the person, weather, stage of the menstrual cycle, smiling, giving compliments, bust size, cosmetic use, social status, uniforms, music, flowers, and odour (to name just a few).
Gender: In a 2009 issue of the Archives of Sexual Behavior, Guéguen examined the effects of solicitor gender and attractiveness on receptivity to sexual offers in a field study. In his study (which took place in France) young men and women of average versus high attractiveness approached potential partners of the opposite sex and simply asked them either one of two questions: “Will you come to my apartment to have a drink?” or “Would you go to bed with me?” Results (perhaps unsurprisingly) showed that most of the men approached by the women were willing to have sex with the woman (more so if she was rated as physically attractive). Females approached by a male were more disinclined to have a drink, and not a single woman accepted the male’s sexual request. Guéguen concluded that “such results confirm that men are apparently more eager for sexual activity than women are”.
Menstrual cycle: In a 2009 issue of the journal Evolution and Human Behavior, Guéguen examined the relationship between courtship solicitation and women’s menstrual cycles. In this experiment, 455 young women (200 with normal menstrual cycles and 255 using a contraceptive pill), were approached by 20-year-old man who asked them for their telephone number. Immediately after being approached, the women were surveyed about the number of days since the onset of their last period. The results showed that women in their fertile phase (but not those on the pill) were more likely to give the man their telephone numbers than women in their luteal or menstrual phase.
In a 2012 issue of Gait and Posture, Guéguen examined gait and menstrual cycle using an analysis of nonverbal behavior of women toward men. In his study, the gaits of women walking ahead a male were recorded using a spy-camera. Guéguen measured the amount of time that the females spent walking and the extent to which the females were perceived to be sexually attractive by two independent raters. The women were then compared according to where in her menstrual cycle she was measured with a salivary test. Guéguen reported that: “Near ovulation, it was found that women walked slower and their gait was subjectively rated as sexier. Such behaviors were interpreted as unconscious desires of women near ovulation to reinforce their attractiveness in order to attract more men and to increase their choice of a partner”.
Bust size: In a 2007 issue of the journal Body Image, Gueguen hypothesized that breast size would be related to courtship solicitation. In two experiments, a young female was asked to wear a bra that allowed her to artificially vary her breast size. In the first condition the women simply sat in a nightclub for one hour whereas in the second condition she simply sat in the pavement area of a bar. Results showed that when the woman artificially increased the size of her bust she received more solicitation requests than in the smaller bust size condition. In another study, Gueguen examined effect of a woman’s bust size on the rate of help offered in a hitchhiking situation. In his experiment, a 20-year old woman wore a bra that could be artificially increased in size. A total of 1200 male and female French motorists passed the woman standing at the roadside looking to hitch a ride. Results showed that significantly more male drivers stopped to offer a ride when bust size was increased. No effect was found among female drivers.
Cosmetic use: In a 2007 issue of the North American Journal of Psychology, Guéguen, examined the effect of women wearing make-up and courtship requests by men. In his experiment, females either with or without make-up sat in two coastal French bars for a one-hour period on a Wednesday and Saturday night. Guéguen examined the number of solicitations by men. The results showed that women wearing make-up received more solicitations than those not wearing make-up and men approached the women wearing makeup in a much quicker time after entering the bar compared to those not wearing make-up. In a 2012 issue of the International Journal of Psychological Studies, Guéguen similarly examined whether red lipstick really attracts men. In this study, females wearing different shades of lipstick (red, pink, brown or no lipstick) sat in bars under exactly the same conditions as the previous 2007 make-up study. The results showed that women wearing red lipstick received a higher number of male solicitations and were solicited in a much quicker time by males after they first entered the bar.
Smiling: In a 2008 issue of the journal Social Behavior and Personality, Guéguen published an experiment in which a young woman was simply asked to smile or to not smile at men when they entered a bar. Results showed (perhaps unsurprisingly) that “those men who were smiled at approached the woman and considered her more favorably. This effect is explained in accordance with studies that found smiling enhanced attractiveness and that a smile is interpreted to be a signal of a woman’s interest towards a man”.
Light touching: In a 2007 issue of the journal Social Influence, Guéguen, examined the relationship between light tactile contact and courtship solicitation in a number of experiments. In his one experiment, a young man approached young women in a nightclub while a slow song was being played and asked if they would like to dance. While asking the women to dance, the young man either touched the forearm of the woman for a couple of seconds or did not touch her at all. Women were more likely to dance if their arm had been touched. In another experiment reported in the same paper, a young man approached women in the street and asked for their phone number. The results again showed that the woman was more likely to give their phone number if during the request they were lightly touched on the arm by the man. A similar experiment by Guéguen reported in a 2010 issue of Social Behavior and Personality showed that men made more solicitation requests towards women who had lightly touched them in a bar.
Hair colour: In a 2012 issue of Psychological Studies, Guéguen examined hair colour and courtship in two experiments. In the first study, women wearing blonde, brown, black or red wigs were observed while sitting in a nightclub. In the second study, men with different colored wigs asked females in a nightclub for a dance. The results showed that females with blonde hair were more frequently approached by men. However males with blonde hair didn’t receive any more acceptances of their requests compared to males with other hair colours. In both experiments, red hair was deemed the least attractive (as measured by solicitation requests or success of solicitation requests).
In my next blog, I’ll briefly look at Dr. Guéguen’s findings in relation to courtship requests and weather, music, odour, clothes (type and colour), flowers, giving compliments, parental investment, and social status.
Dr. Mark Griffiths, Professor of Gambling Studies, International Gaming Research Unit, Nottingham Trent University, Nottingham, UK
Gueguen, N. (2007). Women’s bust size and men’s courtship solicitation. Body Image, 4(4), 386-390.
Gueguen, N. (2007). Bust size and hitchhiking: A field study 1. Perceptual and motor skills, 105(3f), 1294-1298.
Guéguen, N. (2007). Courtship compliance: The effect of touch on women’s behavior. Social Influence, 2(2), 81-97.
Guéguen, N. (2008). The effect of a woman’s smile on men’s courtship behavior. Social Behavior and Personality, 36(9), 1233-1236.
Guéguen, N. (2008). Brief report: The effects of women’s cosmetics on men’s approach: An evaluation in a bar. North American Journal of Psychology, 10(1), 221-227
Guéguen, N. (2009). Menstrual cycle phases and female receptivity to a courtship solicitation: an evaluation in a nightclub. Evolution and Human Behavior, 30(5), 351-355.
Guéguen, N. (2010). The effect of a woman’s incidental tactile contact on men’s later behavior. Social Behavior and Personality, 38, 257-266.
Guéguen, N. (2011). Effects of solicitor sex and attractiveness on receptivity to sexual offers: A field study. Archives of Sexual Behavior, 40, 915-919.
Guéguen, N. (2012). Makeup and menstrual cycle: Near ovulation, women use more cosmetics. Psychological Record, 62(3), 541-548.
Guéguen, N. (2012). Gait and menstrual cycle: Ovulating women use sexier gaits and walk slowly ahead of men. Gait and Posture, 35(4), 621-624.
Guéguen, N. (2012). Does red lipstick really attract men? An evaluation in a bar. International Journal of Psychological Studies, 4(2), 206-209.
Guéguen, N. (2012). The sweet smell of…courtship: Effects of pleasant ambient fragrance on women’s receptivity to a man’s courtship request. Journal of Environmental Psychology, 32(2), 123-125.
Guéguen, N. (2012). Hair color and courtship: Blond women received more courtship solicitations and redhead men received more refusals. Psychological Studies, 57(4), 369-375.
Although I have already written a few blogs on extreme tattooing (including one on the television show My Tattoo Addiction), I have to admit that I don’t find excessive tattoos attractive in the slightest. I don’t mind one or two discreetly placed tattoos but women that are covered in them are a complete turn off for me. Most scientific studies that I have read on women’s tattoos tend to show that I am in the majority as seeing them negatively. For instance, a 1991 study carried out by Dr. Myrna Armstrong and published in the Journal of Nursing Scholarship surveyed 137 career women all of who had tattoos. The authors reported that:
“Strong support for the tattoo was expressed by the significant person in the woman’s life and friends, while mild support was perceived from mothers, siblings and children. Respondents cited a lack of, or negative response from their fathers, physicians, registered nurses and the general public. Misunderstanding of what a tattoo means to the individual and stereotyping of women with tattoos continues”.
Dr. Daina Hawkes and her colleagues examined students’ attitudes towards female tattoos in a 2004 study in the journal Sex Roles. They examined both size and visibility of the tattoo. Among the sample, 23% of females and 12% of males were tattooed. The results showed that both men and women had more negative attitudes toward a woman with a visible tattoo than those without. The authors also reported that:
“The size of the tattoo was a predictor of evaluation only for men and women who did not have tattoos themselves. Finally, participants with more conservative gender attitudes evaluated all women more negatively, beyond the effects already accounted for by gender differences”.
In a 2002 issue of Psychological Reports, Dr. Douglas Degelman and Dr. Nicole Price examined what people thought about a photograph of a 24-year-old woman with a black tattoo of a dragon on her left upper arm compared to the same woman without the tattoo. Participants were asked to rate the woman on 13 different personal characteristics and results showed that the compared to the control photograph, the tattooed female was rated as less athletic, less attractive, less motivated, less honest, less generous, less religious, less intelligent, and less artistic. A similar 2005 study using the same technique – also in the journal Psychological Reports – by Dr. John Seiter and Dr. Sarah Hatch, found that a female model with a tattoo was rated as less competent and less sociable than the control photograph of the same woman without a tattoo.
Using a different methodology, Dr. Viren Swami and Dr. Adrian Furnham published a paper in a 2007 issue of the journal Body Image and asked their students to rate social and physical perceptions of blonde and brunette females with different degrees of tattooing. The students were asked to rate how physical attractive and sexual promiscuous the women were as in addition to estimating of the number of alcohol units consumed by the women on a typical night out. The authors reported that:
“Tattooed women were rated as less physically attractive, more sexually promiscuous and heavier drinkers than untattooed women, with more negative ratings with increasing number of tattoos…[Additionally] blonde women in general rated more negatively than brunettes”
This latter study interested Dr. Nicolas Guéguen who has carried out many different studies examining what makes women more attractive. In a 2013 study on the effect that female tattoos have on males published in the Archives of Sexual Behavior, he made the following observation about the study by Drs. Swami and Furnham:
“On the one hand, Swami and Furnham’s (2007) results showed that such negative evaluation associated with tattooed women would probably decrease their attractiveness for men. On the other hand, if such women are perceived to be more sexually promiscuous, this could lead men to perceive them as having greater sexual intent. Thus, physical cues that inform them regarding the receptivity of a woman are important. Hence, tattoos could lead male observers to infer that a woman may have greater sexual intent, which, in turn, could lead them to approach such a woman more readily…A survey recently conducted by Guéguen (2012b) showed that tattooed and pierced French women experienced early sexual intercourse. However, the study did not show whether early sexual intercourse can be explained by the fact that women reported interest in both sex and tattoos and piercings or whether women wearing tattoos and piercings experienced more sexual solicitations from men, which, in turn, increased the probability to have sex earlier. Thus, one way of evaluating the mechanism associated with this relation is to test whether men’s behavior changes depending on the presence or absence of a tattoo on a woman’s body”.
As a consequence of these studies and observations, Dr. Guéguen carried out an interesting experimental field study on a French beach and predicted that women with tattoos would be more likely to be approached on the beach by men. To do this, Guéguen placed a temporary tattoo on a woman’s lower back (or not in the control condition), and all the women were asked to read a book while lying flat on their stomach on the beach. Guéguen carried out two experiments and reported:
“The first experiment showed that more men (N = 220) approached the tattooed [women] and that the mean latency of their approach was quicker. A second experiment showed that men (N = 440) estimated to have more chances to have a date and to have sex on the first date with tattooed [women]. However, the level of physical attractiveness attributed to the [woman] was not influenced by the tattoo condition”
Despite the significant results, Dr. Guéguen did note that his studies had a number of limitations. Firstly, the women only had one visible tattoo. The study by Swami and Furnham (outlined above) showed that women were rated as increasingly unattractive the more tattoos they had (i.e., attractiveness was negatively correlated with the number of tattoos). Guéguen also noted that the previous experimental studies involving the visible showing of a single tattoo tended to involve the women’s upper arm. Here, the tattoo was on the woman’s lower back which (according to Guéguen) could have made a difference to the men because it “is near the genital area of female bodies”. Dr. Guéguen also went on to note that:
“It would be worth testing whether a tattoo exerts the same sexual attractiveness effect regardless of the body area where it appears. Only one tattoo design was tested in our two experiments, and it would also be worth testing various designs and the height of the surface area occupied by the tattoo. Furthermore, only attractive women confederates participated in these two studies, and researchers might elect to test the effect of tattoos depending on various levels of female attractiveness. Another issue is that the women confederates were not informed about the real objective of the study and previous research on this topic. However, they may have unconsciously behaved differently when wearing a tattoo, which, in turn, influenced the men’s behavior”.
There are clearly many different avenues that research in this area can go. However, this is one area where public perception may significantly change over time (now that tattoos are in the cultural mainstream). Although my own views on tattoos are unlikely to change, that doesn’t mean others won’t.
Dr. Mark Griffiths, Professor of Gambling Studies, International Gaming Research Unit, Nottingham Trent University, Nottingham, UK
Armstrong, M.L. (1991). Career-oriented women with tattoos. IMAGE: Journal of Nursing Scholarship, 23, 215–230.
Degelman, D., & Price, N.D. (2002). Tattoos and ratings of personal characteristics. Psychological Reports, 90, 507–514.
Gueguen, N. (2012). Tattoos, piercings, and alcohol consumption. Alcoholism: Clinical and Experimental Research, 36, 1253–1256.
Guéguen, N. (2012). Tattoos, piercings, and sexual activity. Social Behavior and Personality, 40, 1543–1547.
Guéguen, N. (2013). Effects of a tattoo on men’s behavior and attitudes towards women: An experimental field study. Archives of Sexual Behavior, 42, 1517-1524.
Hawkes, D., Seen, C.Y. & Thorn, C. (2004). Factors that influence attitudes toward women with tattoos. Sex Roles, 50, 593–604.
Henss, R. (2000). Waist-to-hip ratio and female attractiveness: Evidence From photographic stimuli and methodological considerations. Personality and Individual Differences, 28, 501–513.
Seiter, J.S. & Hatch, S. (2005). Effect of tattoos on perceptions of credibility and attractiveness. Psychological Reports, 96, 1113–1120.
Swami, V., & Furnham, A. (2007). Unattractive, promiscuous, and heavy drinkers: Perceptions of women with tattoos. Body Image, 4, 343–352.