Women like Jennifer Lopez and Beyoncé Knowles are considered sexy and such curvier women may activate that part of the brain in men which are linked with rewards. Looking at a curvaceous figure may bring the same effect on them as the consumption of alcohol or drugs.

A sample of about 14 men of about 25 years in age was used by the researchers and they were showed pictures of the seven such women. A cosmetic surgery was carried out which involved reordering of fats from their waists to their backsides.

Gazing at the after-surgery images of the women activated the very parts of their brains which are associated with rewards, including areas related to drugs and stuff while the pre- surgery images failed to do so.

Researcher Steven Platek, a neuroscientist at Georgia Gwinnett College, in Georgia, USA, said, "There's more to it than buying magazines. These findings could help further our understanding pornography addiction and related disorders, such as erectile dysfunction in the absence of pornography. The findings could also lend to the scientific inquiry about sexual infidelity”.

The women’s BMI also affected brain areas which are connected to visual appreciation of shape and size.