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I’ve already talked here about the power of breasts and how they have a powerful allure over men and women alike. Apparently, although you hardly can count that as a surprise, the size of a woman bust dictates the probability of being success as a hitchhiker.

A study conducted by French psychologist Nicolas Guéguen demonstrated so in a cleverly devised field experiment. A young female confederate of Guéguen was placed in a roadside asking for a hitchhike to passing drivers. The bust size of the hitchhiker was manipulated by the wearing of a bra that allowed cup sizes variation. This clever manipulation allowed the experimenters to create three different conditions depending on the bust size of the female confederate: A, B and C. Two other confederates coded the times a driver stopped to give a lift to the hitchhiker, noting the gender of the driver and the cup size of their confederate.

The results showed that the increase in the cup size lead to more rides… but only for male drivers (no surprises here). While the number of female drivers that offered a ride almost didn’t change regardless of the cup size, the same wasn’t true for male drivers. While almost 15% of the drivers gave a ride to the hitchhiker when she had an A cup size, that number rose to almost 18% with the B cup size. But the bigger difference happened with a further increase in the bust size: 24% of the male drivers offered a ride when the female hitchhiker showed a C cup size.

The obvious message here is: if a woman wants to get a ride, having a bigger bust will help. It would be interesting to see if cleavage would make a difference though. What has this to do with marketing? Knowing that men are more prone to engage in pro-social behavior with women with bigger breast, one can assume with certain confidence that having curvaceous women promoting products can help make them seem more attractive to men.