"Thinking about sex makes you take more risks."
A study in the Journal of Personality and Social Psychology began with the foundation that people are inherently loss-averse ("$100 is worth exactly $100, yet people are more psychologically moved by a loss of $100 than by a gain of an identical amount"). The authors, however, went on to demonstrate through three experiments that loss aversion disappears when men are first primed to think about sex. The first of these, for example, asked one group of participants to imagine meeting a sexually desirable person and spending a romantic day together, while the control group engaged in a similar but non-romantic thought exercise. In follow-up exercises designed to measure risk-taking, men in the experimental group were less risk-averse than their counterparts in the control group. Women were equally primed to think about sex from the initial exercise, but their risk-taking habits were unaffected.