Assessing sex differences and similarities in mate preferences: Above and beyond demand characteristics

Abstract

Prior experiments documenting gender differences in mate preferences have relied on directive questions (e.g., “How important is physical attractiveness?”), which are susceptible to demand characteristics. To assess this potential confound, this study assessed mate preferences using indirect, openended questions, with anonymous computer administration and designated (same- or opposite-sex) targets. The frequency with which participants noted traits reflected key gender differences predicted by evolutionary accounts; evaluations of men focused more on ambitiousness, whereas evaluations of women focused more on attractiveness. The number of attractiveness comments was also greater, however, if the rated target was of the opposite sex. Kindness and intelligence comments did not show strong gender differences, although kindness-related comments were very frequent overall and particularly frequent from women participants.