A WHIFF of male sweat might help men’s magazines fly off the shelf.
Michael Kirk-Smith at the University of Ulster, UK, and colleagues, asked 120 student volunteers to rate the woman’s magazine Allure, National Geographic and Men’s ÎçÒ¹¸£Àû1000¼¯ºÏ. Half wore masks sprayed with a pheromone found in men’s underarm sweat. Women appeared to be completely unaffected, but the men exposed to androstenol found Men’s ÎçÒ¹¸£Àû1000¼¯ºÏ more appealing and were more likely to say they would buy it (Psychology and Marketing, DOI: 10.1002/mar.20082).
But Nick Neave, an expert on hormones and behaviour at the University of Northumberland, UK, doesn’t…
