Van Den Bergh and colleagues rendered the bikini-effect powerless by satiating the stirred appetite with a different type of reward — financial security.

A sense of personal wealth depends largely on what we perceive to be the society standard. The researchers manipulated this perception to make male subjects feel relatively rich or relatively poor. When a questionnaire suggested the average income in society was very small — smaller than most of the subjects' incomes — the men felt rich in comparison. Conversely, when the average income was implied to be very large — dwarfing that of the male subjects — most of the men began looking at their own earnings as piddling.

When the men felt well-off, the bikinis lost their influence. But if they considered themselves among the have-nots, they were likely to seek immediate gratification after seeing women running in bikinis. (Among other sexy stimuli, the study used a commercial for Lynx body spray, which features thousands of women running in bikinis.)

http://www.livescience.com/2586-bikini-effect-men-impulsive.html