Testing Causal Explanations of Viewing Time Measures of Sexual Interests

The term viewing time (VT) effect refers to a phenomenon whereby respondents typically take longer to judge the sexual attractiveness of targets from sexually preferred (versus nonpreferred) categories. Although frequently characterized as an unobtrusive measure of respondents’ sexually motivated reactions to the stimulus images themselves, the typical pattern of response times might be sufficiently explained by the task demands of the seemingly less relevant rating task. Utilizing three different VT variants, the present paper reports an experimental investigation (N = 136 heterosexual women and men) that tested hypotheses derived from hot stimulus-based processes versus cold cognitive task-based processes. Specifically, stimulus-based processes would predict VT effects even without a rating task, greater VT effects for sexually more suggestive images, and correlations of VT effects with individual sex drive differences. The task-based processes would not imply such predictions, but instead suggest identical response patterns for abstract non-pictorial stimuli that require the same feature integration. Results unanimously speak to the relevance of task demands but provide no support for stimulus-based processes. Implications of these findings for the causal explanation of VT effects are discussed.