As per a study that appeared in the British Journal of Psychology, it has been revealed that men try to spend more money when they are in the company of women. A group of psychologists from Oxford and Sheffield Hallam universities call it peacock effect.

Study lead author Dr. Wendy Iredale told that man mimics peacock as it also fans out its tail at a time when a female is around. In order to reach at the above conclusion, the study researchers enrolled 65 men and 65 women. Wendy told that the experiment was being conducted to observe the behavior among and women.

They were asked to play a game in which they could donate money also to a share group fund. It got revealed that when attractive women are around, the men were donating more money and were raising the donations to give a stiff competition to their peers.

However, nothing as such was found among women, who did not raise their donation despite seeing attractive men. Wendy told that such kind of behavior is common among men and they can’t resist it as it is in their genes.

Wendy explained that whenever men see attractive women or are in their company. They start splashing out money thinking that they are securing a partner for themselves. Such kind of behavior is not found among women, who are quite toned down in such things and their selflessness remains the same with or without women.

There are great chances that after studying this report, charities start hiring attractive models to raise funds for them, said Wendy. She further affirmed, “Theoretically, this suggests that a good deed is the human equivalent of the peacock’s tail. Practically, this research shows how societies can encourage selfless acts”.