A new study suggests that the 'Millennials' look down upon promiscuous behavior by either gender.

A new study suggests so. Sociologists Rachel Allison and Barbara Risman of the University of Illinois, Chicago surveyed over 17,000 college students and found that both men and women lost respect for members of the opposite sex who hooked up with a lot of people. Interestingly, more students claimed that they would lose more respect for a man who had sex with a lot of women than a similarly engaged woman. This is significant and contrary to the earlier belief where men were considered by both genders as ‘studs' for sleeping with different partners all the time, while women with similar overly sexual behavior were labeled ‘sluts'.

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in