WEBVTT - Lingerie Probability 0:00:03.120 --> 0:00:06.000 Welcome to Stuff to Blow Your Mind from how Stuff 0:00:06.000 --> 0:00:13.360 Works dot com. Hey, you're welcome to Stuff to Blow 0:00:13.360 --> 0:00:15.960 your Mind. My name is Robert Lamb and I'm Julie Douglas, 0:00:16.000 --> 0:00:20.440 and we are continuing our multiple front assault on Valentine's Day, 0:00:21.040 --> 0:00:24.360 taking it down from from different directions, hopefully pushing right 0:00:24.400 --> 0:00:28.360 to the core and dismantling the command center. We've already 0:00:28.360 --> 0:00:33.240 talked about Pink and now we're talking about Lingerie. Full disclosure, 0:00:34.120 --> 0:00:37.640 both of us are sitting here wearing Victoria's Secret Lingerie. Yeah. 0:00:37.680 --> 0:00:41.440 Well we had to get into character, right, So anyway, 0:00:41.560 --> 0:00:48.800 we alternately wanted to call this episode, Leonardo DiCaprio explained, because, 0:00:48.960 --> 0:00:51.720 as you may or may not know, this guy is 0:00:51.800 --> 0:00:55.440 seems to be obsessed with Victoria's Secret Lingerie models and 0:00:55.560 --> 0:00:58.280 dates them quite a bit. Yeah, I was reading, in 0:00:58.320 --> 0:01:00.560 particular one of the articles we're looking I'm talking about 0:01:00.560 --> 0:01:04.920 this selection for Victoria's Secret Models or angels as they're called, 0:01:05.280 --> 0:01:07.280 and there was there was at least one who had 0:01:07.360 --> 0:01:11.240 dated Leonardo DiCaprio and therefore kind of on their their blacklist. 0:01:11.640 --> 0:01:16.040 Because yeah, because it's a careful balancing act choosing exactly 0:01:16.720 --> 0:01:18.959 who is going to represent the product, because you have 0:01:19.000 --> 0:01:23.120 a product that is for women, that is, you know, 0:01:24.160 --> 0:01:26.200 for women, but it's also kind of for men, and 0:01:26.240 --> 0:01:29.080 then men offer off sometimes purchasing it, but also women 0:01:29.120 --> 0:01:32.959 are so you need that that model that is appealing 0:01:33.080 --> 0:01:36.679 to both but without seeming a threat to the like 0:01:36.840 --> 0:01:39.319 that's their reasoning. You don't want want this model to 0:01:39.360 --> 0:01:43.640 be a threat to the female customers, so they steer 0:01:43.640 --> 0:01:47.560 away from models who have appeared in men's magazines or 0:01:47.640 --> 0:01:52.240 have any kind of even slight celebrity gossip kind of tinge, 0:01:52.400 --> 0:01:56.200 such as you know, dating Leonardo DiCaprio. I guess that's right, 0:01:56.240 --> 0:02:00.160 because I remember reading something about Kate Upton and the 0:02:00.200 --> 0:02:03.160 reason why she wasn't selected as a Victoria's Secret modeled. 0:02:03.160 --> 0:02:05.840 I think because of the men's magazine. She was already 0:02:05.920 --> 0:02:09.240 everywhere in all these different magazines and and and also 0:02:09.280 --> 0:02:12.200 probably comes down to just complete image control to like 0:02:12.280 --> 0:02:14.639 these these are the women representing their product, and the 0:02:14.680 --> 0:02:19.440 more control they have over them as ultimately spokes people 0:02:19.520 --> 0:02:21.760 for their product, the better. Right. Yeah. I was thinking 0:02:21.760 --> 0:02:24.960 about this in terms of potato chips, because you know, 0:02:25.080 --> 0:02:28.000 a potato chip is what we call would call a 0:02:28.200 --> 0:02:31.400 super normal stimulus, right, Yes, the kind of food that 0:02:31.560 --> 0:02:33.760 is not just like hey, that's food. It's like, hey, 0:02:33.840 --> 0:02:35.960 look I am full of fat and salt, and you 0:02:36.000 --> 0:02:37.959 want to crave me because I'm gaming the rewards of 0:02:38.080 --> 0:02:40.560 some of your brain. And I was thinking about the 0:02:40.600 --> 0:02:44.880 machinery that's brought in for potato chips, that dollar piece 0:02:44.919 --> 0:02:49.839 of machinery that actually is calibrated to simulate chewing a chip, 0:02:50.440 --> 0:02:55.840 perfect sort of um acoustic pitch to a chip, And 0:02:55.880 --> 0:02:58.400 I was thinking, the same sort of thing is at 0:02:58.440 --> 0:03:02.200 work in the launch array arena. I mean, nothing is 0:03:02.200 --> 0:03:03.959 is put up for chance here. And we'll talk a 0:03:04.040 --> 0:03:05.840 bit more about that, and they may even bring in 0:03:05.880 --> 0:03:09.519 the chewing machine for the edible varieties, oh dear, yeah, 0:03:10.000 --> 0:03:14.760 But but anyway, Yes, so we're talking about stimuli. Were 0:03:14.919 --> 0:03:17.440 so we're in we're inevitably talking about the reward system 0:03:17.440 --> 0:03:19.919 of our brain. If you've listen to the show long enough, 0:03:19.960 --> 0:03:22.320 then you've you've heard us go through the reward system 0:03:22.320 --> 0:03:25.359 of the brain and talk about dopamine many times. Uh, 0:03:25.720 --> 0:03:29.080 basically getting down to the just core genetic mission of 0:03:29.120 --> 0:03:32.720 any organism to breed and reproduce, to eat and power 0:03:32.760 --> 0:03:35.240 the body and uh and stuff. For so when you're 0:03:35.240 --> 0:03:38.800 engaging in in stuff of this nature, you're engaging the 0:03:38.840 --> 0:03:42.720 dopamine pathways. And uh and and when you start tweaking it, 0:03:42.800 --> 0:03:47.320 when you start changing your expectations, your your repro reprogramming 0:03:47.320 --> 0:03:50.680 a very very complex reward system. Yeah, and that's why 0:03:50.720 --> 0:03:54.480 addiction happens right so very easily with different things in 0:03:54.520 --> 0:03:58.720 our lives, because, Uh, there's a couple of things that 0:03:58.800 --> 0:04:02.120 work really well on the reward system. Food, as we say, 0:04:02.160 --> 0:04:07.080 the potato chip, and sex. We're wired to want to 0:04:07.120 --> 0:04:11.200 have sex to propagate our genes. Therefore, when we see 0:04:11.680 --> 0:04:14.280 that piece of lingerie and they act as a kind 0:04:14.280 --> 0:04:16.800 of potato chip of the mind. Yeah, And like the 0:04:16.800 --> 0:04:20.479 potato chip, it's constantly marketed at us constantly, but especially 0:04:20.520 --> 0:04:23.720 around Valentine's Day, because this is the idea that this 0:04:23.760 --> 0:04:26.279 is a season of of of love, or this is 0:04:26.320 --> 0:04:28.800 marketed that way towards this some season of love, a 0:04:28.839 --> 0:04:32.640 season of sex. And then here is the official garment 0:04:33.000 --> 0:04:36.680 of for play in romance, if you will. That's right 0:04:36.800 --> 0:04:42.359 in Victoria's Secret. The Emporium of supernatural or super normal stimuli. 0:04:42.480 --> 0:04:45.480 Supernatural stimula would be pretty great, it would be need 0:04:45.520 --> 0:04:47.359 if they if they had ghost panties that would be 0:04:47.360 --> 0:04:53.960 a nice all guaranteed to be haunted. Uh, some of 0:04:53.960 --> 0:04:57.359 them maybe all right. In two thousand thirteen, Vicki's Secret 0:04:57.600 --> 0:05:02.520 breaked in six point six billy in dollars, And according 0:05:02.560 --> 0:05:07.000 to Forbes magazine, Valentine's Day itself is an eighteen point 0:05:07.120 --> 0:05:12.360 six billion dollar event, and Lingerie represents a pretty decent 0:05:12.400 --> 0:05:14.680 piece of that pie. Yeah. I mean, and they're really 0:05:14.720 --> 0:05:16.960 hacking into us with this, with this holiday. So it 0:05:17.040 --> 0:05:20.160 makes sense that the figures would be that high because 0:05:20.160 --> 0:05:24.600 you're you're cracking into our relationships, into our sexual desires 0:05:24.839 --> 0:05:28.200 and saying, hey, it's Valentine's Day, we created it, but 0:05:28.279 --> 0:05:30.880 you've got to live with it. So here's the list 0:05:30.880 --> 0:05:32.560 of things you need to purchase. Here a list of 0:05:32.600 --> 0:05:36.400 experiences you need to have so that your life can 0:05:36.440 --> 0:05:39.600 it all be in keeping with what you see on TV. 0:05:40.200 --> 0:05:41.920 That's right, and what you see on TV and what 0:05:41.960 --> 0:05:43.920 you see on the internet that none of that is 0:05:43.960 --> 0:05:46.240 like willing really stuff that they just paste up there. 0:05:46.320 --> 0:05:48.560 They don't just take a couple of pictures of you know, 0:05:48.760 --> 0:05:52.400 thin women that are gorgeous in a couple of pieces 0:05:52.400 --> 0:05:55.240 of material on their body there's a lot of thought 0:05:55.680 --> 0:06:00.920 put into that and h professions converging to see this 0:06:00.960 --> 0:06:04.120 product brought to market. Yeah, and according to a Fast 0:06:04.160 --> 0:06:08.599 Company article by Rebecca Greenfield, the company adore Me does 0:06:08.680 --> 0:06:13.360 some really rigorous A B testing. Okay, a B testing. 0:06:13.360 --> 0:06:15.400 This is the general do you like a R B? 0:06:15.560 --> 0:06:16.960 Do you like this one or that one? And if 0:06:17.000 --> 0:06:19.560 you answer enough of these questions, then you you provide 0:06:19.640 --> 0:06:22.479 insight into your wants and desires. It's the kind of 0:06:22.520 --> 0:06:25.120 thing you see on Netflix. Uh As famously used A 0:06:25.200 --> 0:06:26.960 B testing. You see like two titles, which one do 0:06:27.000 --> 0:06:29.159 you prefer? Air B? You go through enough of that, 0:06:29.360 --> 0:06:32.480 then the system will have some sort of general idea 0:06:32.480 --> 0:06:34.360 about what you like. Yeah, and we're talking about the 0:06:34.400 --> 0:06:37.680 collections of some really rigorous statistics taken here. Now, a 0:06:37.680 --> 0:06:39.720 lot of companies do this, and Google does this. Take 0:06:39.839 --> 0:06:41.719 We've done it, how soforths dot com has done it right. 0:06:41.720 --> 0:06:43.760 Whenever we change your homepage, we do a B testing. 0:06:43.839 --> 0:06:46.960 So right we click, we we look to see what 0:06:47.000 --> 0:06:50.719 people are clicking on the most. Now, adore Me the company. 0:06:50.880 --> 0:06:53.640 The way they do this is they shoot multiple versions 0:06:53.760 --> 0:06:56.880 of images to run on its website, so the distinctions 0:06:56.920 --> 0:07:00.640 between the pictures might include different models. Again, the models 0:07:00.640 --> 0:07:04.320 being really important. Who you pick right wearing the same 0:07:04.560 --> 0:07:08.240 set of underwear in the exact same position or the 0:07:08.360 --> 0:07:11.280 same model in the same set in a different position 0:07:11.320 --> 0:07:14.400 for example. Then, like you know, any company that's A 0:07:14.520 --> 0:07:17.679 B testing, it tests the options to find out which 0:07:17.680 --> 0:07:22.440 one sell better. Now you think that something that might 0:07:22.640 --> 0:07:25.520 fetch the most dollars and clicks would be, say, a 0:07:25.520 --> 0:07:29.480 blonde woman languishing on a bed to say, a feather 0:07:29.880 --> 0:07:32.040 at her side. Yeah, that's what comes to mind when 0:07:32.120 --> 0:07:35.480 you think of Victoria's secret catalog. Right there are rose, 0:07:35.520 --> 0:07:38.560 there's some sort of you know, sexy looking prop or whatever. 0:07:39.240 --> 0:07:44.640 But this is completely the um erroneous thinking of Apparently, 0:07:44.640 --> 0:07:49.360 according to their A B testing, blonds do not sell lingerie. Well, 0:07:49.400 --> 0:07:52.800 first of all, um, having a model pose on a 0:07:52.840 --> 0:07:57.520 couch instead of a bed is better, and props are distracting. 0:07:57.560 --> 0:08:00.160 I'm not surprised by that one. And touching a the 0:08:00.280 --> 0:08:03.800 face or hair instead of say, putting your hand on 0:08:03.840 --> 0:08:07.320 your hip is much more lucrative in terms of seeing 0:08:07.320 --> 0:08:11.800 the sale of lingerie through. Well, you know, the couch 0:08:11.880 --> 0:08:14.840 bed thing definitely makes sense because you were you were 0:08:14.920 --> 0:08:19.240 selling a product that is different and exciting, right, like, 0:08:19.320 --> 0:08:21.920 this is not this is not every day underwear. You 0:08:21.920 --> 0:08:25.120 don't wear your your lingerie to the gym. You wear 0:08:25.120 --> 0:08:28.120 it to fancy date night or Valentine's or something of 0:08:28.160 --> 0:08:30.920 that nature, right, so, or you know, to record a podcast. 0:08:31.520 --> 0:08:34.520 But aside, so that's from that, it's it's specialty where 0:08:34.880 --> 0:08:37.600 and so it would make more sensitive, be more appealing 0:08:38.000 --> 0:08:42.280 out of out of the bedroom text right, right, because 0:08:42.280 --> 0:08:45.840 the bed is wrote right like you would assume that 0:08:45.880 --> 0:08:49.000 there would be sex going on there, but the catch 0:08:49.120 --> 0:08:51.480 is a little bit more exotic. Maybe yeah, it means 0:08:51.559 --> 0:08:57.720 like maybe the kids aren't home at all. No bonds, Uh, 0:08:57.760 --> 0:08:59.400 It kind of makes sense to me because they only 0:08:59.440 --> 0:09:04.240 represent like six of society, right, natural bonds, Right, and 0:09:04.280 --> 0:09:07.400 you're you're ultimately buying this to where yourself or for 0:09:07.480 --> 0:09:09.680 a special someone in your life to wear it, and 0:09:09.720 --> 0:09:13.480 so therefore they're likely not blonde, right, they're probably brunette. Right, 0:09:13.520 --> 0:09:15.120 So that would make sense that there's not a lot 0:09:15.120 --> 0:09:20.040 of blonde lingerie models. Um, But through its researcher, Dormy 0:09:20.080 --> 0:09:23.880 has found that the right model really matters even more 0:09:23.920 --> 0:09:26.240 than price, so that this person could be blond, it 0:09:26.280 --> 0:09:29.800 just has to be a person who is accessible. And 0:09:30.240 --> 0:09:35.080 according to that Fast Company article, if customers see a 0:09:35.160 --> 0:09:37.920 lazy push up on a model they like, they'll buy it. 0:09:38.000 --> 0:09:40.000 Put the same thing on a model they don't, and 0:09:40.120 --> 0:09:43.160 even a ten dollar price cut won't compel them. That's 0:09:43.160 --> 0:09:45.760 how important it is that that model have some sort 0:09:45.800 --> 0:09:48.040 of connection to the consumer. Yeah, and and again it's 0:09:48.080 --> 0:09:50.400 complex because you're you're trying to appeal to both the 0:09:50.400 --> 0:09:52.360 female and the male fan base. It's not just like 0:09:52.559 --> 0:09:55.240 you know, Maxim magazine or something where if that's still around, 0:09:55.520 --> 0:09:59.840 where where basically one type of model could do and 0:10:00.000 --> 0:10:02.720 there's no question about who you're appealing to. Of course, 0:10:02.720 --> 0:10:04.280 it would be really interesting to do this a b 0:10:04.440 --> 0:10:09.000 testing in Norway, right, We're like the population is blod Yeah, 0:10:09.040 --> 0:10:10.839 how does it breakdown? I'm sure there's a there's a 0:10:10.880 --> 0:10:13.880 separate there's probably an office there, right, I'm sure that's 0:10:13.880 --> 0:10:17.719 on the there probably is, you know, or maybe it's 0:10:17.720 --> 0:10:20.520 just people in Norway, or they don't even do the lingerie. 0:10:20.600 --> 0:10:24.640 They're just like, we have sex all the time. We 0:10:24.679 --> 0:10:28.160 don't need to be routinized into it via some sort 0:10:28.200 --> 0:10:31.680 of symbolic garment. All right, The point of talking about 0:10:31.679 --> 0:10:33.400 all this A B testing is just to let you 0:10:33.480 --> 0:10:36.640 guys know that this that's a lot of money because 0:10:36.640 --> 0:10:39.800 basically they're not just doing one underwear shot. They're doing 0:10:40.040 --> 0:10:43.560 maybe up to three different versions of that shot. And 0:10:43.600 --> 0:10:47.640 that's a lot of production and post production dollars to 0:10:47.640 --> 0:10:50.080 to put into their system, into a B test to 0:10:50.120 --> 0:10:53.160 figure out what's going to be most lucrative for them. 0:10:53.200 --> 0:10:54.719 All Right, on that note, we're gonna take a quick 0:10:54.760 --> 0:10:56.680 break and when we come back, we're going to discuss 0:10:56.760 --> 0:11:01.640 more about the science of law gae and yes, rats 0:11:02.240 --> 0:11:14.720 wearing lingerites. Alright, we're back. We're getting We're gonna try 0:11:14.760 --> 0:11:17.880 to attempt to answer a million dollar question why lingerie 0:11:18.000 --> 0:11:20.559 even exists, which I think is going to be really 0:11:20.600 --> 0:11:23.400 obvious after this discussion of rats. Yeah, this is you 0:11:23.440 --> 0:11:27.120 know this, This this study is pretty uh, it's pretty wonderful. 0:11:27.160 --> 0:11:29.680 I mean, any study in which you have animals wearing clothing. 0:11:29.720 --> 0:11:31.240 And I have a by the way, I have a 0:11:31.320 --> 0:11:35.120 list little gallery that I'll link to on the landing 0:11:35.120 --> 0:11:37.520 page for this episode at Sceptable in your Mind dot com, 0:11:37.760 --> 0:11:40.600 which which features a few different studies, some of which 0:11:40.600 --> 0:11:42.360 we've discussed in the past, some of which we have 0:11:42.480 --> 0:11:46.079 not been involved animals wearing some sort of a garment 0:11:46.160 --> 0:11:48.640 or clothing item. And this was inspired by dung beetles 0:11:48.679 --> 0:11:52.800 wearing hats, hats and little boots yeah, little booty glove. Yeah, 0:11:52.800 --> 0:11:55.360 they're on there twice. But in this case we're talking 0:11:55.400 --> 0:11:59.160 about rats and uh and uh. And you'll have to 0:11:59.160 --> 0:12:00.960 see a picture of this too at the full feeling, 0:12:01.000 --> 0:12:03.199 because when when you look at the rat in this experiment, 0:12:03.400 --> 0:12:07.120 this is a two fourteen University of Montreal study, Um, 0:12:07.240 --> 0:12:09.880 it doesn't look like lingerie. It doesn't look like a 0:12:10.000 --> 0:12:13.840 rat wearing some sort of victorious secret kind of garment. Uh, 0:12:13.880 --> 0:12:16.720 it looks like they're wearing a little vest. Because essentially, 0:12:16.720 --> 0:12:18.080 what you're trying to test here is, you know what 0:12:18.160 --> 0:12:21.840 happens when you have some of the female rats wearing 0:12:22.440 --> 0:12:25.800 a garment, wearing something that is not their own skin, 0:12:26.360 --> 0:12:28.680 and then what happens when you try to attach certain 0:12:28.720 --> 0:12:33.760 expectations to that garment. Yeah, so I guess you could 0:12:33.760 --> 0:12:37.000 say that this isn't exactly lingerie in the way we 0:12:37.040 --> 0:12:39.320 think about it, but for rats wearing a vest will 0:12:39.360 --> 0:12:41.400 call it rat lingerie. I mean it gets down to 0:12:41.440 --> 0:12:44.080 the question is lingerie sexy in and of itself or 0:12:44.080 --> 0:12:47.960 is it sexy because of its relationship to sexual activity. 0:12:48.400 --> 0:12:51.439 Um so, what they did is they put these vest 0:12:51.520 --> 0:12:54.560 like garments on the rats and these are uh in 0:12:54.600 --> 0:13:02.200 the experiment, female rats war these wild deflowering male rat virgins. Okay, fowering, flowering. 0:13:02.600 --> 0:13:06.000 So I'm trying to be gentle in this description. So 0:13:06.040 --> 0:13:08.840 when the when the scientists later gave the same male 0:13:08.920 --> 0:13:13.120 rats a chance to mate again, the rodents preferred sex 0:13:13.160 --> 0:13:16.360 with vest wearing rats because that's I mean, that's what 0:13:16.440 --> 0:13:20.160 they know, right. They have associated getting to have sex 0:13:20.320 --> 0:13:24.640 with rats that are wearing vests. And the researchers follow 0:13:24.720 --> 0:13:27.520 this up with with brain analysis and confirmed that the 0:13:27.600 --> 0:13:31.720 rats are in fact learning to associate sex with closing 0:13:31.840 --> 0:13:34.120 with clothing textures in the same way that they can 0:13:34.160 --> 0:13:38.840 also associated with odors and other contextual clues. Yeah, after 0:13:38.880 --> 0:13:43.920 they are deflowered, they were then killed so that their 0:13:43.960 --> 0:13:46.120 brains could be split open and they could figure this out. 0:13:46.280 --> 0:13:49.000 I just want to add that. Um so, what does 0:13:49.040 --> 0:13:51.440 this tell us? It tells us that if a rat 0:13:51.559 --> 0:13:55.959 can learn to associate sex with a variety of contextual clues, 0:13:56.720 --> 0:14:00.199 including the texture of clothing, so too can humans. If 0:14:00.200 --> 0:14:02.760 you think about it. I mean, if someone comes out 0:14:02.840 --> 0:14:05.679 and you know, baggy pants and a t it's not 0:14:05.800 --> 0:14:08.760 communicating a lot of like, hey, let's let's have sex. 0:14:08.800 --> 0:14:14.160 But if someone comes out in fire engine red lace, uh, lingerie, 0:14:14.200 --> 0:14:17.880 that's communicating an all together a different message. Well, you know, 0:14:17.960 --> 0:14:19.960 but then the baggy pants could just say, hey, I'm 0:14:19.960 --> 0:14:22.840 really relaxed and I'm chill right now. That could also 0:14:22.880 --> 0:14:26.040 be the message here's my sexy baggy pants. But you know, 0:14:26.120 --> 0:14:27.560 that's that's one of the things to give in mind 0:14:27.600 --> 0:14:31.920 about about lingerie too. As we discuss all this stuff. Um, 0:14:32.160 --> 0:14:35.880 Dr Christina to Sali a lecture and Marketing and Consumptions 0:14:35.920 --> 0:14:39.000 at the University of Leicester School of Management to do 0:14:39.080 --> 0:14:43.240 it a lot of time to researching lingerie and Dutch 0:14:43.560 --> 0:14:45.680 and as she really drives home the fact that you 0:14:45.680 --> 0:14:48.960 have numerous factors that are gonna influence any individual's personal 0:14:49.040 --> 0:14:52.880 underwear choice. Um, even though the media tends to market, 0:14:53.000 --> 0:14:56.480 you know, one sort of western, tiny and uncomfortable standard, 0:14:56.880 --> 0:14:59.520 she still dives home that for most people, comfort is 0:14:59.600 --> 0:15:03.320 often as important as sexiness when it comes to the garment. Well, 0:15:03.320 --> 0:15:06.800 and that's the truth, because even if you're clad in 0:15:06.920 --> 0:15:09.400 some sort of fire engine red lingerie. If it is 0:15:09.440 --> 0:15:13.760 going up into your privates and causing discomfort, that there's 0:15:13.840 --> 0:15:16.640 nothing sexy about that. Yeah. If you can't wear it 0:15:16.720 --> 0:15:19.760 comfortably at dinner, when you go out to dinner on 0:15:19.840 --> 0:15:23.800 Valentine's Day, then what's the point, right, right, might as 0:15:23.800 --> 0:15:28.320 well just go commando. Yeah. Actually, I'm not suggesting anybody 0:15:28.360 --> 0:15:30.200 do that. I say at some point I need to 0:15:30.240 --> 0:15:32.600 find out where that comes from, that term going commando. 0:15:32.840 --> 0:15:37.480 I've never heard anything about soldiers, particularly special forces teams, 0:15:38.040 --> 0:15:41.240 making a point of not wearing underwear. That just seems 0:15:41.280 --> 0:15:43.480 like some foolery in the middle of the night, you know, 0:15:43.600 --> 0:15:47.200 and in the forest. And I don't know where I'm 0:15:47.240 --> 0:15:49.320 going with that. Oh, let's get that study back, okay, 0:15:49.600 --> 0:15:53.800 Bikini clad women and impatient men. Oh yes, this is 0:15:53.800 --> 0:15:56.000 a fun one. This is a two eight Belgian study 0:15:56.240 --> 0:15:59.760 published in the Journal of Consumer Research that found that 0:15:59.840 --> 0:16:03.200 the near sight of a bikini or lingerie model can 0:16:03.480 --> 0:16:06.760 can take a serious toe on mail willpower. Now, this 0:16:06.760 --> 0:16:09.240 this ties into some of the experiments we've talked about 0:16:09.240 --> 0:16:11.560 in the past dealing with willpower. And we've talked about 0:16:11.560 --> 0:16:14.680 willpower as it's essentially like a like one of those 0:16:14.720 --> 0:16:16.880 life meters you see in a video game. It can 0:16:16.880 --> 0:16:19.200 get knocked down. There are things that can build it 0:16:19.240 --> 0:16:22.600 back up. But when it's depleted, um, your your little 0:16:22.680 --> 0:16:25.760 character dies essentially, And things that can deplete it are 0:16:25.760 --> 0:16:30.320 resisting urges to other things being being basically having super 0:16:30.320 --> 0:16:33.720 normal stimuli thrown at you, be it a lingerie model 0:16:33.880 --> 0:16:38.200 on a Victorious Secret catalog or a piece of chocolate cake. Well, 0:16:38.240 --> 0:16:39.880 and I think a lot of it has to do 0:16:39.960 --> 0:16:42.280 with the short term versus the long term as well, 0:16:42.320 --> 0:16:47.360 which we've talked about quite a bit with addiction and rewards. Um. Now, 0:16:47.400 --> 0:16:52.600 the study is called Bikini's instigate generalized impatience. I love 0:16:52.640 --> 0:16:57.080 that generalist, an intertemporal choice. And this is published in 0:16:57.080 --> 0:17:00.960 the Journal of Consumer Research the two thousand and addition, 0:17:01.280 --> 0:17:03.760 I believe it was June, and the authors look into 0:17:03.760 --> 0:17:06.360 what they call the bikini effect, which is, as you say, 0:17:06.400 --> 0:17:08.600 it's this kind of impulsive behavior as a result of 0:17:08.640 --> 0:17:12.119 men exposed to lingerie or scantily clad women. Yeah, they 0:17:12.160 --> 0:17:15.400 discovered in the the in the study that heterosexual men 0:17:15.440 --> 0:17:19.719 who watched sexy videos or handled lingerie they sought immediate 0:17:19.800 --> 0:17:23.439 gratification even when they were making decisions about you know, 0:17:23.800 --> 0:17:25.639 it could be a decision about what so did a 0:17:25.720 --> 0:17:29.399 drink or candy to sample, or even like serious money decisions. 0:17:29.680 --> 0:17:32.560 It just bites into their ability to control that. And 0:17:32.440 --> 0:17:36.600 and it ultimately is kind of zen because the researchers 0:17:36.720 --> 0:17:39.960 are arguing that this this bikini effect causes a shift 0:17:40.040 --> 0:17:43.919 in time preference, forcing the mail gazer to live in 0:17:43.960 --> 0:17:46.880 the moment. So there's no future, there's no past, there's 0:17:46.960 --> 0:17:50.000 only the here and now. And your genetic programming is 0:17:50.040 --> 0:17:52.960 just saying breed. But since you can't actually mate with 0:17:53.000 --> 0:17:56.560 a Victoria's Secret catalog, uh, you end up just and 0:17:56.680 --> 0:17:59.320 you have tried, many have tried. Instead, you just gobbled 0:17:59.320 --> 0:18:02.080 down a donut or you you binge purchase something on 0:18:02.119 --> 0:18:04.360 Amazon and call it a day. Yeah, and that it's 0:18:04.400 --> 0:18:08.440 the present thing, right, the short term um Bram Vanderberg, 0:18:08.480 --> 0:18:10.359 who is one of the studies author says that after 0:18:10.400 --> 0:18:12.800 they touched Abram, men are more likely to be content 0:18:12.880 --> 0:18:17.639 with a smaller immediate monetary reward. Nothing to say of 0:18:17.680 --> 0:18:21.119 the sugary sodas right as opposed to something that was healthy, 0:18:21.280 --> 0:18:24.760 like you know, some fruit, Yeah, I mean obviously sex 0:18:24.760 --> 0:18:27.919 cells if we don't even have to to underline that 0:18:28.200 --> 0:18:30.679 for our listeners. But this is one of those studies 0:18:30.680 --> 0:18:33.720 that provides a little more scientific weight to that reality. 0:18:34.000 --> 0:18:36.679 But you know, the wind, you see a scantily clad 0:18:37.240 --> 0:18:41.600 character holding a product or in some way engaged in 0:18:41.640 --> 0:18:44.800 a particular bit of advertising, Like, that's what's going on there. 0:18:45.040 --> 0:18:48.119 It's it's it's hacking your brain. It's changing your ability 0:18:48.480 --> 0:18:51.600 to think about past and future. Yeah, and I did 0:18:51.640 --> 0:18:54.040 want to mention too that in this study, um, not 0:18:54.320 --> 0:18:58.840 all of the heterosexual identified men responded in the same way. 0:18:58.880 --> 0:19:02.000 In other words, some of them were highly responsive to 0:19:02.200 --> 0:19:05.159 rewards while others were not as sensitive to it. And 0:19:05.240 --> 0:19:08.840 some of that may be in um, it may just 0:19:08.920 --> 0:19:14.120 be in whatever their personal experiences with rewards and gratification 0:19:14.160 --> 0:19:18.040 and maybe even addiction in those pathways in the brain. Yeah, 0:19:18.040 --> 0:19:20.160 it's it's by no means a one thought size fits 0:19:20.200 --> 0:19:23.159 all scenario. Yeah, it's not that sort of like and 0:19:23.280 --> 0:19:26.600 this happened that ioga and their eyeballs came out of 0:19:26.600 --> 0:19:30.200 their head. And no, it was a bit different for everyone, 0:19:30.280 --> 0:19:33.320 but on the whole, they did see that. Um that 0:19:33.440 --> 0:19:37.800 then we're making choices that were not long term, you know, 0:19:37.960 --> 0:19:42.920 pragmatic choices Alright, we know what our lingerie choices are 0:19:43.280 --> 0:19:45.440 present today, but we're gonna look at a few other 0:19:45.520 --> 0:19:48.920 things that may be available. And one of the things 0:19:49.680 --> 0:19:51.720 which I don't think is a big surprise here is 0:19:51.840 --> 0:19:55.520 lingerie that could be printed on demand. Yeah, indeed, I 0:19:55.520 --> 0:19:58.119 mean three D printing and the ability to print objects. 0:19:58.600 --> 0:20:01.520 Even though it's it's very much uh still in it's 0:20:01.800 --> 0:20:04.920 it's early days. Right now, we've talked again and again 0:20:04.960 --> 0:20:08.159 about the potential future here of your ability to pretend 0:20:08.240 --> 0:20:15.119 everything from specialized parts to just complete devices, even food. 0:20:15.440 --> 0:20:17.800 This is just going to completely change the way we 0:20:18.160 --> 0:20:22.000 consume and acquire products. Well, and in terms of lingerie 0:20:22.119 --> 0:20:25.600 and bras in particular, I think that this is something 0:20:25.640 --> 0:20:30.480 that is kind of exciting because as everybody knows, or 0:20:30.520 --> 0:20:33.520 as Oprah has educated us, all, most women are wearing 0:20:33.560 --> 0:20:38.840 the wrong bracess scenes statistics out there like of women, Uh, 0:20:39.240 --> 0:20:41.800 I don't know if the percent is correct, but that's 0:20:41.840 --> 0:20:46.399 because the human breast tissue does not conform to like 0:20:46.480 --> 0:20:48.520 we have these neat little like cup A, B, C, 0:20:48.640 --> 0:20:50.440 D and so on and so forth. It doesn't really 0:20:50.480 --> 0:20:54.680 conform to that. So you have this company called joy 0:20:54.760 --> 0:20:58.320 Fit that has an app that could allow you to 0:20:58.400 --> 0:21:03.000 take a panoramic video of your breast um when then 0:21:03.040 --> 0:21:06.160 you choose your bra preferences and features, and this information 0:21:06.280 --> 0:21:11.520 and your video are submitted to their cloud hub. I 0:21:11.560 --> 0:21:14.240 don't see any problems with this where your video will 0:21:14.280 --> 0:21:17.320 be processed, created into a profile, and then they create 0:21:17.359 --> 0:21:19.760 the shape of the bra based on your actual dimensions 0:21:20.280 --> 0:21:22.720 and then three D printed. And this is still a 0:21:22.800 --> 0:21:26.000 kickstart venture, so the company is still raising money, but 0:21:26.080 --> 0:21:29.880 they plan to retail the braw for nine NAR. Well, 0:21:29.920 --> 0:21:33.919 you know, the potential security issues aside, it just sounds 0:21:33.920 --> 0:21:36.600 great because I mean because it actually it goes beyond 0:21:36.720 --> 0:21:39.879 laundry when you get into clothing itself, like like the 0:21:40.200 --> 0:21:42.720 thick sizes of things that it's so off. You know, 0:21:42.800 --> 0:21:45.720 you you see clothing on television and without and you 0:21:45.720 --> 0:21:48.359 don't even think about the fact that every piece of 0:21:48.400 --> 0:21:51.640 clothing they're wearing has probably been customed at, like even 0:21:51.640 --> 0:21:53.840 if it's a T shirt. You know, in any kind 0:21:53.840 --> 0:21:57.320 of major production, everything's been thought out and planned and measured, 0:21:57.680 --> 0:21:58.800 and then you go when you try and buy a 0:21:58.840 --> 0:22:01.719 T shirt into the or gens or what have you, 0:22:02.119 --> 0:22:04.879 and the sizes are all wrong. Like I find that 0:22:04.920 --> 0:22:06.679 just with me buying a T shirt. It's been like 0:22:06.680 --> 0:22:11.679 a ten twenty years struggle to find a cut of 0:22:11.680 --> 0:22:14.679 a T shirt that that fits comfortably on me and 0:22:14.680 --> 0:22:18.399 allows me to to reach things over my head without 0:22:18.400 --> 0:22:21.960 exposing my middrift. Now, imagine if on your chest, your 0:22:22.000 --> 0:22:26.760 breast tissue tripled quadrupled in size, and you then had 0:22:26.800 --> 0:22:31.000 to fit some sort of garment over that, right exactly. Yeah, 0:22:31.080 --> 0:22:34.000 I mean there's definitely engineering that goes on in bras. 0:22:34.080 --> 0:22:38.639 So this is very interesting. Um Now, what could maybe 0:22:38.680 --> 0:22:43.720 merge with this technology is better understanding the body in 0:22:43.760 --> 0:22:48.479 particular the torso to kind of get better fits in general. 0:22:49.080 --> 0:22:51.919