Researchers find reverse sexual double standard in sextech use

A new study published in The Journal of Sex Research has found that men who use sexual technology are viewed with more disgust than women who engage in the same behaviors. The findings indicate a “reverse sexual double standard” in which men face harsher social penalties for using devices like sex toys, chatbots, and robots, particularly as the technology becomes more humanlike. This research suggests that deep-seated gender norms continue to influence how society perceives sexual expression and the integration of technology into intimate lives.

The intersection of technology and human sexuality is expanding rapidly. Sex technology, or “sextech,” encompasses a wide range of devices designed to enhance sexual experiences. These range from traditional vibrators and dildos to advanced artificial intelligence chatbots and lifelike sex robots. Although the use of such devices is becoming increasingly common in solitary and partnered sexual activities, a social stigma remains attached to their use. Many users keep their habits discreet to avoid judgment.

Previous observations suggest that this stigma is not applied equally across genders. While the use of vibrators by women has been largely normalized and framed as a tool for empowerment or sexual wellness, men’s use of similar devices often lacks the same social acceptance. Media depictions frequently portray men who use sex robots or dolls as socially isolated or unable to form human connections.

“Anecdotally, but also in research, discussions around using sexech tend to highlight vibrator use as a positive and empowering addition to female sexuality, while the use of devices designed for male anatomy (like sex dolls or Fleshlights) is more often viewed negatively or as unnecessary,” said study author Madison E. Williams, a PhD student at the University of New Brunswick and member of the Sex Meets Relationships Lab.

“In the same vein, sex toys tend to be more socially accepted than more advanced forms of sextech (which are also typically marketed toward male users). Our study aimed to examine whether this apparent sexual double standard could be demonstrated empirically, and if women and men held different opinions.”

The researchers focused specifically on disgust, an emotion deeply linked to the avoidance of pathogens and the policing of social norms. Disgust serves as a psychological behavioral immune system, but it also reinforces moral boundaries. They proposed that sextech might trigger disgust by violating traditional sexual norms or by evoking the “uncanny valley” effect associated with humanlike robots.

A key rationale for the study was to understand how traditional gender scripts influence these perceptions. Conventional heterosexual scripts often position men as sexual experts who should always be ready for sex and capable of pursuing women. In this context, a man’s use of a sex toy might be interpreted as a failure to secure a human partner or a lack of sexual prowess.

To investigate these questions, the researchers recruited a sample of 371 adults through the crowdsourcing platform Prolific. The participants ranged in age from 18 to 81 years, with an average age of approximately 45. The sample was relatively balanced in terms of gender, consisting of 190 women and 181 men. The majority of participants identified as heterosexual and White.

The study employed a survey design to measure disgust sensitivity in response to specific scenarios. Participants were presented with six different items describing a person using sextech. These scenarios varied based on the gender of the user and the type of technology involved. The three types of technology assessed were sex toys, which represent the least humanlike option, erotic chatbots, which offer some conversational interaction, and sex robots, which are the most humanlike.

For each scenario, participants rated how disgusting they found the behavior on a scale from 1 to 7. A rating of 1 indicated “not at all disgusting,” while a rating of 7 indicated “extremely disgusting.” This measurement approach was adapted from established scales used to assess disgust sensitivity in other psychological research. The researchers compared these ratings to determine if the gender of the user or the type of device significantly influenced the emotional reaction of the observer.

The results provided clear evidence of a double standard. Across the board, participants rated men who used sextech as more disgusting than women who used the same devices. This effect was consistent regardless of the participant’s own gender. Both men and women viewed male sextech users more negatively. This confirms the hypothesis that men are penalized more heavily for incorporating technology into their sexual lives.

“Our findings suggest that men who use sex toys, exchange sexual messages with AI companions, or have sex with robots are perceived as more disgusting than women who engage in equivalent acts,” Williams told PsyPost. “This highlights a troubling double standard that penalizes men for using sexual devices, even though research has found they can offer both women and men similar sexual benefits.”

The study also found a clear hierarchy of disgust related to the type of device. Participants rated the use of simple sex toys as the least disgusting behavior. Engaging with an erotic chatbot elicited higher disgust ratings. The use of sex robots generated the strongest feelings of disgust. This supports the idea that as sexual technology becomes more humanlike, it triggers stronger negative emotional responses. This may be due to the eerie nature of artificial humans or concerns about technology replacing genuine human intimacy.

An interaction between the target’s gender and the type of device offered further nuance to the findings. The gap in disgust ratings between male and female users was widest regarding sex toys. While men were judged more harshly in all categories, the double standard was most pronounced for the simplest technology. As the technology became more advanced and stigmatized—such as with sex robots—the judgment became high for everyone, narrowing the gender gap slightly. However, men were still consistently rated as more disgusting than women even in the robot condition.

“Interestingly, although men were perceived to be more disgusting than women for their use of all forms of sextech, the gap was especially large for sex toys,” Williams said. “In other words, while overall reactions were generally more negative for more advanced technology like erotic chatbots and robots, the strongest gender difference appeared in the sex toy condition.”

The researchers also analyzed differences based on the gender of the participant. Consistent with previous psychological research on disgust sensitivity, women participants reported higher levels of disgust overall than men did. Women expressed stronger negative reactions to the depictions of sextech use across the scenarios. Despite this higher baseline of disgust among women, the pattern of judging men more harshly than women remained the same.

The researchers noted that while the double standard is statistically significant, the average disgust ratings were generally near the midpoint of the scale. The ratings indicate a moderate aversion that varies significantly based on context.

“It is important to note that for all items, disgust ratings remained around or below the midpoint of our scale – this indicates that while men were judged more harshly for their sextech use, these behaviours weren’t rated as extremely disgusting, overall,” Williams explained. “Additionally, people also considered women’s use of sextech to be somewhat disgusting, but on average men were judged more negatively.”

As with all research, there are some limitations to consider. The research relied on self-reported data, which can be influenced by social desirability bias. Participants might have modulated their answers to appear more open-minded or consistent with perceived norms. Additionally, the sample was predominantly heterosexual and Western. Perceptions of sextech and gender roles likely vary across different cultures and sexual orientations.

The study also measured disgust as a general concept without distinguishing between different types. Disgust can be driven by concerns about hygiene, violations of moral codes, or aversion to specific sexual acts. It is unclear which of these specific domains was the primary driver of the negative ratings. Future research could investigate whether the disgust comes from a perceived lack of cleanliness, a sense of unnaturalness, or a moral judgment against the user’s character.

The researchers suggest that future studies should explore how these perceptions change over time. As artificial intelligence and robotics become more integrated into daily life, the stigma surrounding their use in sexual contexts may shift. Longitudinal research could track whether familiarity with these technologies reduces the disgust response. It would also be beneficial to examine whether the context of use matters. For example, using a device alone versus using it with a partner might elicit different social judgments.

“We hope this work encourages more open, evidence-based conversations about men’s use of sextech, with the ultimate goal of reducing the stigma surrounding it,” Williams said. “Understanding that this double standard exists is the first step to normalizing and accepting all forms of sextech use, by all genders.”

The study, “Gross Double Standard! Men Using Sextech Elicit Stronger Disgust Ratings Than Do Women,” was authored by Madison E. Williams, Gabriella Petruzzello, and Lucia F. O’Sullivan.