It’s also easily avoided by thinking through what you’re trying to say.
“It’s” is a contraction of “it is” or “it has.” “Its” is a possessive pronoun, as in “this blog has lost mojo.” Here’s an easy rule of thumb—repeat your sentence out loud using “it is” instead.
The researchers then invited a fresh group of 76 male students and presented them with the images of presumably ‘ripe-for-the-picking’ women, asking them what they thought of each woman’s overall attractiveness, how easy it would be to ‘exploit’ her using anything from a pickup line to physical force, and her appeal to them as either a short-term or a long-term partner.
But when it came to reading the more psychological and contextual cues—pictures of silly or childish-looking women, or of women who looked sleepy or drunk, men rated them as being easy to ‘score’ with.
Not only will this error damage the flow of your writing, it can also make it impossible for someone to understand what you’re trying to say.