The 21-year-old woman was carefully trained not to flirt with anyone who came into the laboratory over the course of several months. She kept eye contact and conversation to a minimum. She never used makeup or perfume, kept her hair in a simple ponytail, and always wore jeans and a plain T-shirt.
Each of the young men thought she was simply a fellow student at Florida State University participating in the experiment, which ostensibly consisted of her and the man assembling a puzzle of Lego blocks. But the real experiment came later, when each man rated her attractiveness. Previous research had shown that a woman at the fertile stage of her menstrual cycle seems more attractive, and that same effect was observed here — but only when this woman was rated by a man who wasn’t already involved with someone else.
The other guys, the ones in romantic relationships, rated her as significantly less attractive when she was at the peak stage of fertility, presumably because at some level they sensed she then posed the greatest threat to their long-term relationships. To avoid being enticed to stray, they apparently told themselves she wasn’t all that hot anyway.
It’s possible that some of the men in Florida were just trying to look virtuous by downgrading the woman’s attractiveness, the way a husband will instantly dismiss any woman pointed out by his wife. (That Victoria’s Secret model? Ugh! A skeleton with silicone.) But Jon Maner, a co-author of the study, says that’s unlikely because the men filled out their answers in private and didn’t expect the ratings to be seen by anyone except the researchers.
“It seems the men were truly trying to ward off any temptation they felt toward the ovulating woman,” said Dr. Maner, who did the work with Saul Miller, a fellow psychologist at Florida State. “They were trying to convince themselves that she was undesirable. I suspect some men really came to believe what they said. Others might still have felt the undercurrent of their forbidden desire, but I bet just voicing their lack of attraction helped them suppress it.”