This may be one for the books.

Apparently, men who act aloof (Acting as if they really don’t care about having sex), are actually the ones getting-it more than other men.

According to The Sun, a new study out of Norway says that men who pretend like they aren’t that interested in sex when meeting a woman, are succeeding much more than those who try too hard.

Researchers found that men who are too anxious are a turn off to women, while men who play it cool with someone they’re attracted to, were more likely to have more sex with that person. The study found, quote, “Men who are overly eager do not come off as attractive.”

The study also found women usually pretend to be more interested in sex than they actually are. The theory is they pretend to be extremely sexual to keep the man’s interest, while they decide if they really like him or not. OUCH!

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Rich Fields is a veteran radio broadcaster who is best known for having been the Announcer on the Price is Right. He is also an Emmy Award winning Meteorologist .