A new study says that looking at curvy women's bodies has the same effect on men as taking drugs or drinking alcohol.
According to the research, blokes use the same part of their brains when gazing at hourglass figures as they do when enjoying their favorite vices.
But looking at bony babes doesn't bring the same response, the study's boffins added.
To reach the conclusion, researchers in Georgia, U.S., scanned the brains of 14 young men as they looked at before and after pictures of nude women who had plastic surgery to give them more shapely hips and bottoms, the journal PLoS ONE reported.
Seeing the post-operative shots excited the brain's 'reward centers' regions more usually activated by drink and drugs, analysis showed.
"These findings could help further our understanding of pornography addiction and related disorders," The Daily Star quoted US researcher Steven Platek as saying.
"They could also lend to the scientific inquiry about sexual infidelity," he added.