A Canadian study on the flashing of breasts by some women at a hockey game two years ago says it was part celebratory, part dare-devil.

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The incident occurred as the Calgary Flames battled and won the Stanley Cup. Some women bared their breasts to loud cheers while sitting on men's shoulders or dancing like divas, reports the Toronto Globe and Mail. The incident was criticized by some as the antics of drunken, foolish women.

But the study done at the University of Calgary says it was motivated by a complex set of factors, including a desire to celebrate the Flames victory, a desire to break the rules, feelings of stardom and a sense of history, says the report.

"The context was so important," said Mary Valentich at the university. "You just wouldn't necessarily do this elsewhere. It had to be the right kind of setting."

The newspaper quotes another professor that breast baring has increased of late, including at sports events and concerts, partly due to relaxed societal attitudes on nudity.