The effects of gender, clothing style, and alcohol consumption on the perception of sexual intent

Background: Alcohol consumption in women is known to be perceived by men as signaling sexual intent. The current study investigated the influence of gender, female clothing style, and female alcohol use on the perception of sexual intent.Method: Eighty-seven men and 72 women viewed a one-minute video of a male–female interaction where clothing style and alcohol use were experimentally manipulated. Participants were then asked to rate the female target on sexual intent.Results: The female actor was rated higher on sexual intent when she was dressed revealingly, and consuming alcohol, compared to when she was wearing conservative clothing and drinking water. Gender differences were not found with respect to the effect of personality characteristics (sociosexual effectiveness, sexually preoccupation, masculine sex role orientation, limited sexual experience and negative sexual attitudes, and low self-esteem and traditional attitudes toward women) on sexual intent.Conclusions: These findings suggest that alcohol may be a social cue used by men to process sexual intent. The implications of the findings are discussed with reference to how women are viewed when consuming alcohol.