This Won't Hurt.
Men are willing to stand more pain if it is inflicted by a woman. So says a study from the Univeristy Of Stirling psychology department in which a woman dressed in skirt and heels "to emphasise her gender role" tested the resilience of male students.
Dr Karel Gisjbers concluded that the appearance of the woman distracted the men from the pain. Marketers will recognise this to be further evidence of Marshall McLuhan's dictum that "The medium is the message."