Women's Responses Research Articles

Can music cue sexual arousal?

The preparation hypothesis posits that women's genital responses (vasocongestion and lubrication) occur automatically in the presence of any sexual stimulus to prevent injuries from sexual activities. It follows that women's genital responses should be easily conditioned to non-sexual cues that reliably predict impending sexual activities. It has been difficult, however, to demonstrate classical conditioning of genital responses in women in the laboratory. In the current study, we used music as an auditory conditioned stimulus (CS) and vignette narrations of consensual sex, non-consensual sex, and neutral (nonsexual) interactions as unconditioned stimuli (US). Eighteen women (range=18–27 years, M=21.9 years, SD=2.2 years,) and 18 men (range=19–29 years, M=22.8 years, SD=2.8 years) were exposed to three neutrally-rated classical music pieces, each paired with a different type of vignette. Participants were exposed to 3 pre-acquisition trials, 12 acquisition trials, and a minimum of 9 extinction trials. After each trial, participants were asked to rate the CS (or the US in CS-US pairings) on pleasantness, anxiousness, and perceived sexual arousal. Vaginal photoplethysmography and penile plethysmography were used to assess changes in genital responses. The sexual vignettes produced genital responses and the nonsexual vignettes did not. We did not observe conditioning of genital responses to music in either sex, but did so for men's and women's feelings of sexual arousal toward songs paired with a consensual sex story. The results were not consistent with the preparation hypothesis.

The effect of mirrors on women's state body image responses to yoga

ObjectivesYoga is a promising strategy for promoting positive body image. However, certain physical environmental factors, such as mirrors, might undermine yoga's benefits. The present study examined the effect of mirrors on women's state body image and appearance comparisons during yoga. DesignRandomized experimental design. MethodNinety-seven college-aged females were randomly assigned to a 60-min group yoga class in either a mirrored or non-mirrored setting. Surveys were completed prior to and immediately after class. ResultsAs hypothesized, the mirrored condition reported significantly higher state social physique anxiety and appearance comparisons after yoga than the non-mirrored condition. Mediator analysis indicated that within the mirrored condition, participants who engaged in more appearance comparisons reported higher state social physique anxiety than participants who engaged in fewer comparisons. There were no between-group differences on state body satisfaction and self-objectification. ConclusionsIn the presence of mirrors, young women who reported engaging in more appearance comparisons during yoga reported higher social physique anxiety than women who engaged in fewer comparisons. Participants were perhaps using the mirrors as a tool for comparison, which assists learning yoga poses, but can also impact body image. Additional research examining the longer-term effects of regularly practicing yoga with mirrors is merited.

Fear, family and the placing of emotion: Black women's responses to a breast cancer awareness intervention

This paper is based upon findings from the qualitative element of a mixed-methods study on the response of Black women aged 25–50 to a public health intervention related to breast cancer. The focus groups were conducted in the London Borough of Hackney, UK between 2013 and 2016, and were part of an evaluation of the effectiveness of a breast awareness DVD. While the content of the DVD was generally well-received by the participants, the focus group discussions revealed a complex and, at times, contradictory response to the women's construction as an ‘at risk’ community. As the paper highlights, for many of the women, breast cancer remains a disease of whiteness and the information provided in the DVD prompted a range of emotional responses; from anxiety and fear to a desire to become more knowledgeable and active in the promotion of self-care. As the paper argues, of particular importance to the women was the need to feel a much stronger emotional connection to the information presented in the DVD. The paper concludes by arguing that placing greater emphasis on feeling and emotion is an important dimension of future research in this area.

Explaining between-race differences in African-American and European-American women's responses to breast density notification

BackgroundPrior research shows between-race differences in women's knowledge and emotions related to having dense breasts, thus suggesting that between-race differences in behavioral decision-making following receipt of breast density (BD) notifications are likely. Guided by the theory of planned behavior, this study examined differences in emotion-related responses (i.e., anxiety, worry, confusion) and behavioral cognition (e.g., intentions, behavioral attitudes) following receipt of BD notifications among African American (AA) and European American (EA) women. This study also examined whether race-related perceptions (i.e., discrimination, group-based medical mistrust), relevant knowledge and socioeconomic status (SES) explained the between race differences. MethodMichigan women (N = 457) who presented for routine screening mammogram and had dense breasts, no prior breast cancer diagnoses, and had screen-negative mammograms were recruited from July, 2015 to March 2016. MANOVA was used to examine between race differences in psychological responses (i.e., emotional responses and behavioral cognition), and a multi-group structural regression model was used to examine whether race-related constructs, knowledge and SES mediated the effect of race on emotional responses and behavioral cognition. Prior awareness of BD was accounted for in all analyses. ResultsAA women generally reported more negative psychological responses to receiving BD notifications regardless of prior BD awareness. AA women had more favorable perceptions related to talking to their physicians about the BD notifications. Generally, race-related perceptions, SES, and related knowledge partially accounted for the effect of race on psychological response. Race-related perceptions and SES partially accounted for the differences in behavioral intentions. Between-race differences in emotional responses to BD notifications did not explain differences in women's intentions to discuss BD notifications with their physicians. ConclusionsFuture examinations are warranted to examine whether there are between-race differences in actual post-BD notification behaviors and whether similar race-related variables account for differences.

Antral Follicle Count versus Basal Follicle Stimulating Hormone as Predictors of Ovarian Response in Women Undergoing Superovulation with Long Protocol for Assisted Reproduction

Background: the prediction of ovarian response before undertaking the expensive IVF treatment is quite important; it seemed that Patient characteristics, rather than the stimulation protocol are the determinant of the individual response. Advance identification of patient who will elicit a poor response or hyper response to standard treatment would be of great clinical advantage. Several parameters have been postulated as predictors of the ovarian response. Aim of work: to compare between bFSH and AFC in predicting the ovarian response in women undergoing super-ovulation with long protocol for assisted reproduction. Patients and Methods: this is an observational cohort study that included 80 infertile women who performed IVF/ICSI. It took place at Assisted Reproductive Technology (ART) Unit. Ain shams University Maternity hospital. No extra interventional measures were taken in the study apart from routine investigations and procedures done during ART therapy, being already approved in signed consent to undergo treatment. Patients who are fulfilling the inclusion and exclusion criteria were enrolled in the study. They all underwent superovulation with long GnRH agonist. They were followed up through the stimulation protocol steps, then data were analysed. Results: all basal measured data such as Age p. value =0.035, AFC p. value =0.000, basal FSH p. value =0.000 and basal E2 p. value =0.020 showed statistical significant difference between the good responders and poor responders when both groups were compared, When we apply ROC curve to compare between AFC and basal FSH as regards both (good and poor responders) to detect which one of them is better, there was no statistical significance difference between them with p. value = 0.371, the best cut off point for AFC as a predictor for good responders was found > 3 follicles with sensitivity of 90.5%, specificity of 94.1% and area under curve (AUC) of 97.5%, while while the best cut off point for basal FSH level was found ≤ 8 with sensitivity of 77.78%, specificity of 100% and AUC of 93.7%. Conclusion: AFC and basal FSH are good predictors of ovarian response in women undergoing superovulation with long protocol. There was no absolute superiority of AFC on basal FSH in predicting ovarian response. Age and basal E2 are also considered good predictors of ovarian response.

Autonomic Cardiovascular Responses to Orthostatic Stress After a Short Artificial Gravity Exposure.

Intermittent artificial gravity (AG) training over days and weeks has been shown to improve the human orthostatic tolerance limit (OTL) and improve cardiovascular regulation in response to orthostatic stress. Effects of a single AG exposure are currently unknown. We tested cardiovascular responses to orthostatic stress in 16 hypovolemic subjects (9 men and 7 women), once following a single, short (∼90 min) bout of AG and once following a similar period of head-down bed rest (HDBR). Hypovolemia was produced by intravenous furosemide infusion (20 mg) and orthostatic stress was produced by combined 70° head-up tilt (HUT) and progressively increasing lower body negative pressure until symptoms of presyncope developed. To assess reflex-induced changes in cardiovascular regulation, heart rate and blood pressure variability were analyzed by spectral analysis and baroreflex activity was evaluated by transfer function analysis. Compared to HDBR, a short AG exposure increased men's low frequency (0.04-0.15 Hz) power of systolic blood pressure (SBPLF), but did not change women's SBPLF responses to orthostatic stress. In response to 70° HUT, compared to supine, low frequency phase delay (PhaseLF) between systolic blood pressure and RR intervals increased by ∼20% following HDBR, but did not change following AG, reflecting improved baroreflex activity at a milder level of orthostatic stress after AG. These results indicate that a short bout of AG increased both sympathetic and baroreflex responsiveness to orthostatic stress in hypovolemia-induced, cardiovascular-deconditioned men and women, which may contribute to the AG-induced improvement of OTL shown in our previous reports.Zhang Q, Evans JM, Stenger MB, Moore FB, Knapp CF. Autonomic cardiovascular responses to orthostatic stress after a short artificial gravity exposure. Aerosp Med Hum Perform. 2017; 88(9):827-833.

Associations between maternal characteristics and women's responses to acupuncture during labour: a secondary analysis from a randomised controlled trial.

BackgroundPatient characteristics are modulators of pain experience after acupuncture treatment for chronic pain. Whether this also applies to labour pain is unknown.AimTo examine for associations between maternal characteristics and response to acupuncture in terms of labour pain intensity in close proximity to the treatment (within 60 min) and over a longer time period (up to 240 min), and whether or not epidural analgesia is used, before and after adjustment for obstetric status upon admission to the labour ward.MethodsCohort study (n=253) using data collected for a randomised controlled trial. Associations were examined using linear mixed models and logistic regression analyses. Tests of interactions were also applied to investigate whether maternal characteristics were influenced by treatment group allocation.ResultsIn close proximity to the treatment, advanced age and cervical dilation were associated with lower pain scores (mean difference (MD) −13.2, 95% CI −23.4 to −2.9; and MD −5.0, 95% CI −9.6 to −0.5, respectively). For the longer time period, labour pain was negatively associated with age (MD −11.8, 95% CI −19.6 to −3.9) and positively associated with dysmenorrhoea (MD 5.5, 95% CI 1.6 to 9.5). Previous acupuncture experience and advanced cervical dilatation were associated with higher and lower use of epidural analgesia (OR 2.7, 95% CI 1.3 to 5.9; and OR 0.3, 95% CI 0.1 to 0.5, respectively). No interactions with treatment allocation were found.ConclusionsThis study did not identify any maternal characteristics associated with women's responses to acupuncture during labour.Trial registration numberNCT01197950; Post-results.

Metabolic Flexibility Among Women In Response To A Single High Fat Meal.

Metabolic Flexibility Among Women In Response To A Single High Fat Meal.

765. The Impact of Fasting and Eating on Control and Reward Responses in Women Remitted from Bulimia Nervosa

765. The Impact of Fasting and Eating on Control and Reward Responses in Women Remitted from Bulimia Nervosa

Effects of Aversive Classical Conditioning on Sexual Response in Women With Dyspareunia and Sexually Functional Controls

IntroductionIn dyspareunia—a somatically unexplained vulvovaginal pain associated with sexual intercourse—learned pain-related fear and inhibited sexual arousal are supposed to play a pivotal role. Based on research findings indicating that enhanced pain conditioning is involved in the etiology and maintenance of chronic pain, in the present study it was hypothesized that enhanced pain conditioning also might be involved in dyspareunia. AimTo test whether learned associations between pain and sex negatively affect sexual response; whether women with dyspareunia show stronger aversive learning; and whether psychological distress, pain-related anxiety, vigilance, catastrophizing, and sexual excitation and inhibition were associated with conditioning effects. MethodsWomen with dyspareunia (n = 36) and healthy controls (n = 35) completed a differential conditioning experiment, with one erotic picture (the CS+) paired with a painful unconditional stimulus and one erotic picture never paired with pain (the CS−). Main Outcome MeasuresGenital sexual response was measured by vaginal photoplethysmography, and ratings of affective value and sexual arousal in response to the CS+ and CS− were obtained. Psychological distress, pain cognitions, and sexual excitation and inhibition were assessed by validated questionnaires. ResultsThe two groups showed stronger negative affect and weaker subjective sexual arousal to the CS+ during the extinction phase, but, contrary to expectations, women with dyspareunia showed weaker differential responding. Controls showed more prominent lower genital response to the CS+ during acquisition than women with dyspareunia. In addition, women with dyspareunia showed stronger expectancy for the unconditional stimulus in response to the safe CS−. Higher levels of pain-related fear, pain catastrophizing, and sexual inhibition were associated with weaker differential conditioning effects. ConclusionsPairing of sex with pain negatively affects sexual response. The results indicate that a learned association of sex with pain and possibly deficient safety learning play a role in dyspareunia.Both S, Brauer M, Weijenborg P, Laan E. Effects of Aversive Classical Conditioning on Sexual Response in Women With Dyspareunia and Sexually Functional Controls. J Sex Med 2017;14:687–701.

Methodological Challenges in Conducting Research with Refugee Women

ABSTRACTThe purpose of this pilot study was to evaluate the acceptability and feasibility of a 10-week community-based, culturally tailored mental health intervention, called Healthy Sudanese Families, with 12 South Sudanese refugee women living in a metropolitan area of the Midwestern United States. This mixed-methods study used the Dinka and Arabic versions of the Hopkins Symptoms Checklist-25 to measure indicators of anxiety and depression and a final focus group to evaluate the women's responses to the intervention. The women found the mental health intervention acceptable and relevant. Methodological challenges encountered in cross-cultural research with refugees are discussed.

원하지 않은 성관계 요구에 대한 한국 여대생의 반응 유형 및 특성

원하지 않은 성관계 요구에 대한 한국 여대생의 반응 유형 및 특성

"My choice": breast cancer patients recollect doctors fertility preservation recommendations.

The increasing rates of early-onset breast cancer (BC) and of woman survival render fertility preservation (FP) a pressing issue. We probe women's experiences of FP counseling and decision making, aiming to identify emergent counseling patterns. Semi-structured interviews were conducted with 16 women, who had been diagnosed with BC at the ages of 24-38, 1 to 5years prior to the interview. BC survivors were recruited through posts in online fora, consented to participate, and were invited to tell their FP stories. The transcribed interviews were analyzed thematically, using the phenomenological paradigm. Doctors' FP recommendations belong into three categories: (a) direct clinical rationale-grounding recommendations in the woman's clinical condition by direct reference to tumor characteristics and prognosis, (b) indirect clinical rationale-reference to the woman's clinical condition by outlining a pressing time-frame, and (c) sociodemographic rationale-focus on the woman's family status. Women's responses revealed primarily detachment and compliance alongside initiative and proactivism. Beyond its contribution to women's future ability to conceive, FP may constitute an arena of personal autonomy and a coping resource for young BC patients. Raising awareness to this significance may sensitize healthcare providers to the role that FP may play in the moment of cancer diagnosis in adding, alongside sickness and prognosis, a focus on family future planning. As such, FP may affect women's quality of life and even survival.

Tests, scans and investigations, 7: mammography

The mammogram is a medical imaging procedure that is undertaken with the aim of making a diagnosis or to assess a woman's response to treatment or their disease progression; it is a type of diagnostic radiography. The test is commonly used to detect breast tumours. This article provides an overview of the anatomy and physiology of the female breast, a discussion of the test, an outline of the reasons why such a test may be required and how it is performed. The possible risks associated with this procedure are outlined. The role of the healthcare assistant and the assistant practitioner (HCA and AP) in assisting the woman pre-, peri- and post-test is also described.

Abstract B83: Elements of theoretical models of health behavior: Planning for breast cancer screening interventions in an American Indian tribe

Abstract Purpose: To identify within demographic features and theoretical models of health behavior, the variables demonstrating differences in the behaviors, beliefs, attitudes, associations, and capacities of sporadic (non-adherent) and persistent (adherent) mammographic screeners for the purpose of guiding future interventions to improve mammographic screening adherence. Procedures: A survey was designed and mailed to all screening-age women of one Bemidji Area tribe. The survey incorporated demographic questions, and questions designed to inform about salient features of respondents' health literacy, social networks, social support, social norms, planned behavior, and health beliefs. Prior to mailing, each survey was assigned a unique identifier and sealed in an envelope. Surveys were mailed to 1,554 women in manner that ensured anonymity of the women's responses and no potential for investigators to discern women's identity via their mailing addresses or other information. Self-report data from returned surveys was used to determine women's mammographic screening status as adherent with local screening guidelines (annual mammogram beginning at age 40 for women at average risk) or non-adherent. Responses for all demographic and theoretical models of health behavior were appropriately categorized and analyzed utilizing global tests of hypotheses. Inherent multicollinearity issues required a two-step process of factor analysis followed by a multivariate analysis of variance. Where themes (e.g., demographics, health literacy, etc.) and factors within themes were significant, a univariate analysis was conducted to ascertain specific questions and responses that significantly differentiated the non-adherent from adherent screeners. Summary of data: We found no significant differences in non-adherent and adherent screeners' responses to questions related to social networks or social norms. We did find that responses from these two groups did differ on demographic features as well as on aspects of health literacy, social support, planned behavior and health beliefs. o Demographic differences involved biopsy histories and employment status. o Differentiating health literacy variables involved recognition of certain terms (e.g., annual) and understanding concepts such as ultrasound and biopsy. o Social support variables that distinguished non-adherent from adherent screeners involved sources of information support, characteristics of providers of emotional support, and sources of emotional support (e.g., solitary or communal). o Planned behavior variables illuminating differences between the screening groups involved (in additions to self-reported screening behaviors): attitudes toward the behavior of obtaining mammograms, intentions to engage in screening, and control beliefs. o Health Beliefs variables distinguishing the two sets of screeners comprised responses to questions about perceived barriers, self-efficacy, and cues to action. Conclusions: Study findings point to opportunities for tribal health and Indian Health Service (IHS) providers and staff to intervene in two broad areas. 1. Some findings associated with social support, planned behavior, and health beliefs can be used to design patient intake forms to alert tribal health and IHS providers to current and potentially non-adherent. 2. Using this information, providers can design interventions to move non-adherent and potentially non-adherent women toward persistent mammographic screening participation. An intervention study will be funded by the Minnesota Department of Health through its Eliminating Health Disparities Initiative. Citation Format: Wesley O. Petersen, Ann M. Nicometo, Robert A. Vierkant, Corinna Sabaque. Elements of theoretical models of health behavior: Planning for breast cancer screening interventions in an American Indian tribe. [abstract]. In: Proceedings of the Ninth AACR Conference on the Science of Cancer Health Disparities in Racial/Ethnic Minorities and the Medically Underserved; 2016 Sep 25-28; Fort Lauderdale, FL. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2017;26(2 Suppl):Abstract nr B83.

Androgens and Psychosocial Factors Related to Sexual Dysfunctions in Premenopausal Women∗: ∗2016 ISSM Female Sexual Dysfunction Prize

IntroductionThe female sexual response is complex and influenced by several biological, psychological, and social factors. Testosterone is believed to modulate a woman's sexual response and desire, because low levels are considered a risk factor for impaired sexual function, but previous studies have been inconclusive. AimTo investigate how androgen levels and psychosocial factors are associated with female sexual dysfunction (FSD), including hypoactive sexual desire disorder (HSDD). MethodsThe cross-sectional study included 428 premenopausal women 19 to 58 years old who completed a questionnaire on psychosocial factors and had blood sampled at days 6 to 10 in their menstrual cycle. Logistic regression models were built to test the association among hormone levels, psychosocial factors, and sexual end points. Main Outcome MeasuresFive different sexual end points were measured using the Female Sexual Function Index and the Female Sexual Distress Scale: impaired sexual function, sexual distress, FSD, low sexual desire, and HSDD. Serum levels of total and free testosterone, androstenedione, dehydroepiandrosterone sulfate, and androsterone glucuronide were analyzed using mass spectrometry. ResultsAfter adjusting for psychosocial factors, women with low sexual desire had significantly lower mean levels of free testosterone and androstenedione compared with women without low sexual desire. None of the androgens were associated with FSD in general or with HSDD in particular. Relationship duration longer than 2 years and mild depressive symptoms increased the risk of having all the sexual end points, including FSD in general and HSDD in particular in multivariate analyses. ConclusionIn this large cross-sectional study, low sexual desire was significantly associated with levels of free testosterone and androstenedione, but FSD in general and HSDD in particular were not associated with androgen levels. Length of relationship and depression were associated with FSD including HSDD.Wåhlin-Jacobsen S, Kristensen E, Tønnes Pedersen A, et al. Androgens and Psychosocial Factors Related to Sexual Dysfunctions in Premenopausal Women. J Sex Med 2017;14:366–379.

Exploring stigma of “extreme” weight gain: The terror of fat possible selves in women's responses to hypothetically gaining one hundred pounds

As insidious fat-phobia, fat talk, and fat-negative attitudes and behaviors permeate women's narratives about their bodies, fear of fatness and disdain for fat bodies has become a normative part of women's lives. That said, little is known about how women imagine their future selves and future weight gain, or how they would react to hypothetically imagining major weight gain despite the fact that over a third of American women are labeled as “obese” and many of them have gained at least 100lb. This study analyzed semi-structured interviews with twenty women from a diverse 2014 community sample (mean age: 35.35, SD: 12.01) collected in a large Southwestern U.S. city in order to examine U.S. women's subjective feelings about hypothetically gaining significant weight. Results, centered on five themes, connected hypothetical weight gain to severe fat negativity: 1) Weight blame: Anger and disgust directed toward self; 2) Familiarity of gaining weight; 3) Fear of physical limitations; 4) Loss of “sexiness” and loss of male gaze; and 5) Severely distressed feeling that life is over. Tensions about the meaning of fatness and its physical and emotional implications for women were explored, alongside an analysis of how the hypothetically fat body produced visceral reactions, concerns about health, beliefs that attractiveness and eroticism were in danger, and, for some women, severely phobic reactions about fat bodies. Tensions between weight gain that are seen as “extreme” and mundane are also discussed. Methodological implications for how hypothetical questions can elicit strong emotional content are also discussed.

Gender bias and sex-based differences in health care efficiency in Polish regions

BackgroundHealth differences between sexes are relatively well recognized, though less is known about the specificity of women's and men's health responsiveness to medical care. Applying data from Polish regions, this study identifies sex-based differences in medical care efficiency and investigates the reasons for these disparities in the gender bias context.MethodsThe study estimates sex-specific health production functions for regional data from Poland (1999–2013). Using panel-data regression, male and female life expectancies at ages 0, 15, 30, 45, 60 and 65 are regressed on a set of socioeconomic factors, with the primary interest in medical care proxied by doctor density.ResultsThe results show that in Poland the association between life expectancy and doctor density was positive for both men and women; however, the coefficients for medical care were insignificant for those at birth and at the age of 30 for both sexes. The magnitude of health care for longevity was higher for men comparing to women at every age, though the difference between sexes was not statistically significant. The sex-based disparities in medical care efficiency were more pronounced at younger ages and they diminished with age. The inspection of data on the health system in Poland shows that male patients seemed to be in an advantageous position: the mean reimbursement per service for men was higher in most medical care areas; men reported less problems with access to health care; and their mortality trend exhibited more favorable evolution over time. Additionally, the association between other socioeconomic factors and health also differed across sexes, and several of these factors were more important for life expectancy than health care.ConclusionPolish medical care suffers from gender bias, which possibly makes men more responsive to medical care. The disparities in the operation of medical care in Poland should be challenged to achieve more equal access to services between sexes and possibly to gain more health from the treatment of female patients.

The Specificity of Women's Sexual Response and Its Relationship with Sexual Orientations: A Review and Ten Hypotheses.

Category-specific sexual response describes a pattern wherein the individual shows significantly greater responses to preferred versus nonpreferred categories of sexual stimuli; this pattern is described as gender specific for sexual orientation to gender, or gender nonspecific if lacking response differentiation by gender cues. Research on the gender specificity of women's sexual response has consistently produced sexual orientation effects, such that androphilic women (sexually attracted to adult males) typically show gender-nonspecific patterns of genital response and gynephilic women (sexually attracted to adult females) show more gender-specific responses. As research on the category specificity of sexual response has grown, this pattern has also been observed for other measures of sexual response. In this review, I use the Incentive Motivation and Information Processing Models as complementary frameworks to organize the empirical literature examining the gender specificity of women's sexual response at each stage of sexual stimulus processing and response. Collectively, these data disconfirm models of sexual orientation that equate androphilic women's sexual attractions with their sexual responses to sexual stimuli. I then discuss 10 hypotheses that might explain variability in the specificity of sexual response among androphilic and gynephilic women, and conclude with recommendations for future research on the (non)specificity of sexual response.

Women's responses to stereotypical media portrayals: An fMRI study of sexualized and domestic images of women

AbstractWomen tend to be portrayed in a sexualized or domestic manner in mainstream advertising; importantly this trend holds not only for ads targeting men but also for those targeting women themselves. Such a focus on sexualized portrayals in particular may not seem strategic given a wealth of evidence suggesting that women evaluate these portrayals quite negatively. Consumer attitudes toward domestic portrayals are more mixed but, unsurprisingly, vary according to how much a woman identifies as traditional. If female consumers do not evaluate these common portrayals positively, why might they persist? Past work suggests a disconnect between reported attitudes toward general visual sexual stimuli and physiological and neural responses; therefore, it is plausible that neural responses to stereotypical female portrayals in advertising may be at odds with reported attitudes and may have a bigger impact on consumer behavior. The current study exposed women to sexualized, domestic, and control images in a functional magnetic resonance imaging scanner as an initial test of this idea. We found that participants reported liking both domestic and control images more than sexualized images. In contrast, they showed more activity in regions associated with reward and arousal (ventral striatum and amygdala, respectively) while viewing sexualized images relative to both control and domestic images. Surprisingly, ventral striatum response to sexualized ads was stronger for women who endorsed traditional attitudes than those who reported less traditional attitudes. These results suggest that despite reporting negative attitudes toward sexualized portrayals, women may in fact have a favorable response to these images. Copyright © 2017 John Wiley & Sons, Ltd.