Medindia

X

Men Who Apply Deodorant are Perceived to be More Masculine

by Dr. Trupti Shirole on  June 3, 2016 at 10:19 AM Research News   - G J E 4
Men who are perceived low in masculinity can significantly increase this by applying deodorant, suggested a new research by the University of Stirling. But, this is not the case for men who already have high levels of masculinity.
 Men Who Apply Deodorant are Perceived to be More Masculine
Men Who Apply Deodorant are Perceived to be More Masculine
Advertisement

The study investigated what effect wearing deodorant has on assessing masculinity and femininity. 130 female and male participants rated facial masculinity and femininity using photographs and a further 239 men and women rated odor samples of 40 opposite sex individuals.

‘Men who are perceived low in masculinity can significantly increase this by applying deodorant.’
Advertisement
The research confirmed that females appear to be, in some way, more sensitive or attentive to odor cues than males. All women who were wearing deodorant were rated as more feminine-smelling by men compared to when they had no deodorant on.

However, without deodorant men rated by women with high and low facial masculinity received significantly different ratings of odor masculinity- once a deodorant was applied these two groups of men became indistinguishable in terms of their rated levels of masculinity. Men who were low in face masculinity significantly increased their odor masculinity by applying a deodorant, but the highly masculine men showed no increase after deodorant application.

Dr. Caroline Allen, Psychology researcher at the University of Stirling, who led the study, said, "We're all aware that fragrances are often marketed as being feminine or masculine - take Old Spice for instance, who have recently parodied this with their hyper-masculine adverts, claiming that their product will allow you to smell like a super masculine guy."

"Our study found that when women apply a deodorant it does increase their rated body odor femininity, as would be expected. Though it seems as though something else is at play when it comes to male body odor and male deodorants. Only those men who were rated low in masculinity to start with showed a significant increase after applying their deodorants, and the men who were highly masculine initially showed no increase after deodorant application."

"This means that men are able to use deodorant to artificially raise their game so to speak, leveling the playing field by making themselves comparable, at least as far as odor is concerned, to more masculine men. Our evolutionary preferences have likely shaped this difference in fragrance design: research findings show that we actually don't like high levels of masculinity which are often associated with aggressiveness and hostility, but we show no upper limit on our femininity preferences."

Source: Eurekalert
Advertisement

Post your Comments

Comments should be on the topic and should not be abusive. The editorial team reserves the right to review and moderate the comments posted on the site.
User Avatar
* Your comment can be maximum of 2500 characters
Notify me when reply is posted I agree to the terms and conditions

You May Also Like

Advertisement
View All