An analogous study [ 24 ] found that American college students will forego monetary rewards for a glimpse of attractive members of the opposite sex, will wait longer to view attractive individuals than unattractive ones, and will work harder to view more attractive individuals, without being aware they are doing so. Notably, by activating status motives, social status depictions in advertising influence how consumers behave in a variety of contexts, including an increased willingness to pay for larger, more imposing, luxurious, and prestigious products [ 6 — 8 ]. The authors have declared that no competing interests exist. They aggregate into large mixed-sex social groups, in which they form strict dominance hierarchies. Or, are culturally rooted, complex, and uniquely human mechanisms such as effects of sexual or status-based images on self-concept or selective perception necessary for the formation of such preferences [ 30 , 31 ]? Still, each animal on regulated access to fluids was also observed daily for health status and hydration. Hydration status was assessed by general appearance bright, alert, responsive , body weight, skin turgor, and fecal output or consistency by members of the laboratory and veterinary staff. During longer periods without participating in a study, animals were permitted free access to water. Monkeys were fed primarily with nutritionally balanced biscuits, with additional daily supplements of fruit, nuts and seeds for enrichment. Together, our results endorse the hypothesis that the power of sex and status in advertising emerges from the spontaneous engagement of shared, ancestral neural circuits that prioritize information useful for navigating the social environment. Social rewards, including depictions of sex and social status, reliably elicit motivational drives, and their use in advertising is a favored strategy in marketing [ 1 ].