Viren Swami and Martin Tovée at the Universities of Manchester and Newcastle, respectively, look into the intricate world of why physical ideals are ideals, and in turn why they drive people beyond reason and morality in the current Archives of Sexual Behavior.

The problem is primal, so the research methods are not to be outdone. 361 white British men were “taken to a quiet private location” to look at women. Not real women; 3D computer renderings. The men were allowed to rotate them 360 degrees. The only difference among the women was breast size. …

Swami and Tovée compared the results with the men’s preferences in breast size, which showed that “men who more strongly endorsed benevolently sexist attitudes toward women, who more strongly objectified women, and who were more hostile toward women idealized a large female breast size.”