Is she hot or not? The impact of gender and alcohol on social comparisons of attractiveness and promiscuity

We explored the impact gender, alcoholic drink type, and amount drank had on perceptions of sexual intent. An experiment was conducted in which participants watched a video of a female target and her date socializing at an after-finals party. The type of alcoholic drink (beer or margarita-flavored alcopop) and amount drank (two or six drinks) was fully crossed. As hypothesized, men rated the female target in more sexual terms than did women. In addition, alcohol cues impacted perceptions of the female target as women rated the female target as more promiscuous when she drank six margarita-flavored alcopops versus two.