Sex and age differences in preferences and tactics of mate attraction: Analysis of published advertisements

Abstract

Using the theoretical perspective of evolutionary biology, 13 hypotheses were generated concerning sex and age differences in human mate preferences and tactics of mate attraction. Classified “lonely hearts” advertisements (N = 1,000) from a nationally circulated, fortnightly magazine were content-analyzed. Men, more than women, sought cues to reproductive value (i.e., physical appearance and youth), whereas women, more than men, sought cues revealing an ability to acquire resources (i.e., actual and potential financial security and older men). Women also sought to ascertain a man's willingness to provide resources (in the form of time, emotions, money, and status) in a relationship. Both sexes offered those traits sought by the opposite sex. Men were more promiscuously inclined than women, favoring casual relationships and being more likely to be married, whereas women sought long-term monogamous relationships. These differences support evolutionary predictions based on concepts of sexual selection, parental investment, and reproductive capacities and confirm the use of personal advertisements as a valuable method of research.