Sex Differences in the Motivation for Viewing Sexually Arousing Images

Sexual motivation strongly influences mate choice and dating behavior and can be triggered by merely viewing sexually arousing visual images, such as erotic pictures and movies. Previous studies suggested that men, more than women, tend to search for sexual cues that signal promiscuity in short-term mates. However, it remains to be tested whether sex differences in the motivation to view sexual cues can be observed by using robust and well-controlled behavioral measures. To this end, we employed a pay-per-view key-pressing task. Japanese self-identified heterosexual male and female participants viewed images of men, women, or couples with two levels of sexual arousal (sexual vs. less sexual). Participants could alter the viewing time of a presented image according to their willingness to keep viewing it. Male participants were the most eager to view sexually arousing images of the opposite sex, whereas female participants were more strongly motivated to view less sexual images of couples. Such sex differences may reflect differentiated reproductive strategies between men and women in terms of men’s motivation toward promiscuity and women’s motivation toward long-term relationships.