First, the subjects answered questionnaires that asked whether they thought alcohol affected their sex drive. Afterward, the men were divided into two groups and placed next to computers. One group was shown words that described alcohol, such as liquor, beer and keg. The other group saw words like water, soda and coffee.
The researchers found that the group of men who expected alcohol to enhance their sex drive found the women in the photos more attractive after viewing the alcohol cue words. The group that expected alcohol to reduce their sex drive found the women to be less attractive.
This echoes another priming experiment (reported in both Mind Hacks and Malcolm Gladwell's Blink), in which students surreptitiously exposed to old-age-related words like "wrinkled", "senior" and "Florida" were found to walk more slowly down a corridor than those not primed in this way.