In the men who scored highest on hostile sexism, the part of the brain associated with analyzing another person's thoughts, feelings and intentions was inactive while viewing scantily clad women, Fiske said.

CNN: Men see bikini-clad women as objects, psychologists say

Mr Sanderson points out that the most popular Olympic events in America are women's figure-skating and gymnastics, both of which involve scantily-clad young women performing for judges.

ECONOMIST: Football