B.O. ups the bottom line

As if conservative Christians weren't antagonistic enough to modern science (save, of course, for politically neutral medical breakthroughs like the polio vaccine, asthma medication and aspirin), a new study shows that men dig men. To be more specific, the study found that undetectable levels of androstenol, a pheromone found in male sweat, made men more likely to purchase a men's magazine.

Of course, there are ethical concerns about marketing to people's noses and manipulating their emotions and buying patterns through chemistry. But that shouldn't present too great a problem for an industry that brazenly targets children through sophisticated marketing.

What is interesting though, is the fact that it took the promise of increased profits to urge researchers into more risqué waters than they'd otherwise wade into. As the article puts it, "It's very interesting that the study has applied pheromone research to marketing and consumer psychology, and it's rare to give same-sex pheromones to participants in this way."

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