An empirical test of sex differences in the emphasis on physical attractiveness in mate selection.
Within a context provided by social structural theory, social evolutionary theory, and physical attractiveness stereotyping, the importance of physical attractiveness in heterosexual mate selection was explored by presenting 50 male and 50 female psychology students (M age = 22.5 yr.) during a scheduled class with an opposite sex personals advertisement, wherein the advertiser was described as 'average' or 'good-looking'. Dependent variables consisted of a written paragraph and measures of evaluation (Semantic Differential), attraction, advertisement appeal, and success. An interaction for sex x looks on the qualitative measure showed no effect for men, but the good-looking female advertiser was evaluated more positively. However, for quantitative data, the advertisement was seen as more appealing and likely to be successful when the advertiser was good looking as opposed to average looking, irrespective of sex of advertiser. Findings are discussed in relation to theoretical perspectives.
Colwell
John
J
Department of Psychology, University of Westminster, 309 Regent Street, London W1B 2UW. j.colwell@wmin.ac.uk
D000124:Achievement; D000328:Adult; D000329:Advertising; D001504:Beauty; D001824:Body Constitution; D003380:Courtship / Q000523:psychology; D004954:Esthetics / Q000523:psychology*; D005260:Female; D006801:Humans; D007600:Judgment; D008297:Male; D008393:Marriage / Q000523:psychology*; D008960:Models, Psychological; D009524:Newspapers as Topic; D012107:Research Design; D012659:Semantic Differential; D012737:Sex Factors; D012919:Social Behavior; D013240:Stereotyping