Is using young and attractive women as motivation for coders sexist or effective?
I would say both/and.
In China companies are increasingly hiring young and attractive women to ease the stress of the programmers. They are hired with standards that are better suited to models — like height, weight and even having a soothing voice. The idea is that they provide both eye candy and light social engagement/flirting to make the a high demand workplace more bearable.
While it is absolutely sexist it seems to be effective. It definitely reinforces the male domination of the tech industry in so many countries — but it could point toward deliberate workplace environment control to maximize performance. In it’s essence it’s similar to having Foosball tables, arcade cabinets of Galaga and on-call massage therapists at big tech companies in the US.
Ok, minus the sexual harassment laws.
Still, while this leans a little too heavily on the sexist side of things (at least have male counterparts), it does show that it pays for companies to help balance their employee life/work experience.