PETA: ‘Experimenters at Duke University purposely kept 10 macaque monkeys thirsty — likely for days — in order to force them to cooperate in an experiment on… (wait for it)… sex and power in advertising. In this federally funded fiasco, experimenters made the monkeys use computer touch screens to select brand logos — such as those of Pizza Hut and Nike—based on their pairings with pictures of a dominant male monkey, a subordinate male, or the hindquarters of a sexually receptive female.
In order to compel them to perform this absurd task, experimenters first deprived them of sufficient water so that they would be thirsty and therefore desperate for the small drops of fruit juice that they received as a “reward” for their “cooperation”… This experiment — which the National Institutes of Health thought was a fine use of tax dollars—concluded that associations with sex and power sell products, something we’ve known is true for humans for decades. And human volunteers could easily have been used instead’. SOURCE…
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