Online gambling firms that use hot girls in their marketing campaigns to attract male punters would likely have better luck using pictures of hot men.

A new study by University of Technology, Sydney lecturer Eugene Chan asked 180 heterosexual men and women to compare themselves to models in Abercrombie & Fitch and Victoria’s Secret ad campaigns, while others in the test group were asked to compare themselves to average looking men and women.

Chan then asked the test subjects how they would approach certain financial transactions, such as investing in high-risk financial stocks or playing gambling games with varying degrees of risk but equivalent outcomes (a guaranteed win of $50, or a 50% chance between winning $100 or zero).

The male subjects who described the Abercrombie & Fitch models as better looking than themselves were found to take “a lot more” financial risks than those who’d viewed the average models or those arrogant sods who perceived themselves to be better looking than the A&F Adonises.