A new study says that almost half of young women aged 18 to 25 would rather have larger breasts than high intelligence.
Experts have held responsible the youngsters' growing obsession with celebrity culture and the burgeoning market for plastic surgery.
The study, which has shocked women's groups, also found that a quarter of those surveyed felt bigger breasts would make them feel 'happier'.
And nearly 60 per cent of the respondents believed that men would be 'more interested' in them romantically if they had bigger breasts.
It comes in the midst of widespread concern about the pressures put on modern-day women through advertising and magazines.
"Women face now unprecedented pressures to focus on their body," the Daily Mail quoted Kat Banyard from women's group UK Feminista as saying.
"Industries that focus on the way women look are flourishing - and that means that from a very early age, women are taught that the way they look matters more than what they do.
"The consequences of this can manifest in eating disorders or extreme measures such as plastic surgery. These figures show that women still loathe their bodies on an industrial scale."
The survey of 1,142 women by the discount website by www.MyVoucherCodes.co.uk aimed at finding out more about the attitudes young women hold towards brains and beauty.
In contrast with bigger breasts would attract more men, only 43 per cent thought that men would be 'more interested' in them if they had a higher IQ.
Researchers also revealed that about 40 per cent of the respondents would prefer to have a 'slim figure' than high intelligence, with many stating that it would make them feel 'more confident'.
Almost the same percentage of people asserted that they would swap their IQ in order to be their 'ideal dress size'.
When it came to relationships, most women felt men 'valued' intelligence in women, although two thirds said that they felt appearance was more significant when attracting a partner.
The same was true in the workplace, with almost half believing that being 'attractive' would also help a woman advance in her career.
Almost 80 per cent also felt that they were judged more on their looks than intelligence.