Navigation Links
The real difference between how men and women choose their partners

This news release is available in French.

In Concordia's study, men responded more strongly to the "framing effect" when physical attractiveness was described.

A hamburger that's 90 per cent fat-free sounds a lot better than one with 10 per cent fat. And even when the choices are the same, humans are hard-wired to prefer the more positive option.

This is because of what's known as the "framing effect," a principle that new research from Concordia has proved applies to mate selection, too.

The study co-authored by Concordia marketing professor Gad Saad and Wilfrid Laurier University's Tripat Gill, and published in the journal Evolution and Human Behavior shows that when we choose a partner, the framing effect is even stronger in women than it is for men.

"When it comes to mate selection, women are more attuned to negatively framed information due to an evolutionary phenomenon called 'parental investment theory,'" says Saad, who has done extensive research on the evolutionary and biological roots of consumer behavior.

"Choosing someone who might be a poor provider or an unloving father would have serious consequences for a woman and for her offspring. So we hypothesized that women would naturally be more leery of negatively framed information when evaluating a prospective mate."

To prove this, Saad and Gill called on hundreds of young men and women to take part in their study.

Participants were given positively and negatively framed descriptions of potential partners. For example:

"Seven out of 10 people who know this person think that this person is kind."

[positive frame]


"Three out of 10 people who know this person think that this person is not kind." [negative frame]

The researchers tested the framing effect using six key attributes, two of which are more important to men and women respectively, and two that are considered as necessities by both sexes:

  • Attractive body (more important to men)
  • Attractive face (more important to men)
  • Earning potential (more important to women)
  • Ambition (more important to women)
  • Kindness (equally important to both)
  • Intelligence (equally important to both)

Participants evaluated both high-quality (e.g. seven out of 10 people think this person is kind) and low-quality (e.g. three out of 10 people think this person is kind) prospective mates for these attributes, in the context of a short-term fling or a long-term relationship.

More often than not, women said they were far less likely to date the potential mates described in the negatively framed descriptions even though in each instance, they were being presented with exactly the same information as in the positively framed descriptions.

Women also proved more susceptible to framing effects in attributes like ambition and earning potential, while men responded more strongly to framing when physical attractiveness was described.

This research highlights how an evolutionary lens could help explain the biologicial origins of seemingly "irrational" decision-making biases like the framing effect.


Contact: Clea Desjardins
Concordia University

Related biology news :

1. New study finds differences in concussion risk between football helmets
2. New CU-Boulder study shows differences in mammal responses to climate change
3. Research uncovers key difference between our bodies fight against viruses and bacteria
4. Differences in brain structure in patients with distinct sites of chronic pain
5. Neurons subtract images and use the differences
6. Eurofins scientists discover genetic differences between identical twins
7. Different gene expression in male and female brains may help explain sex differences in brain disorder
8. Induced pluripotent stem cells reveal differences between humans and great apes
9. Arachnophobic entomologists: When 2 more legs make a big difference
10. Wide range of differences, mostly unseen, among humans
11. Another scientific proof of the difference in social perception between men and women
Post Your Comments:
(Date:11/10/2015)... , Nov. 10, 2015  In ... on the basis of product, type, application, ... included in this report are consumables, services, ... report are safety biomarkers, efficacy biomarkers, and ... this report are diagnostics development, drug discovery ...
(Date:11/4/2015)... New York , November 4, 2015 ... to a new market report published by Transparency Market ... Share, Growth, Trends and Forecast 2015 - 2022", the global ... of US$ 30.3 bn by 2022. The market is ... the forecast period from 2015 to 2022. Rising security ...
(Date:10/29/2015)... Oct. 29, 2015 Daon, a global leader ... has released a new version of its IdentityX ... North America have already installed IdentityX ... includes a FIDO UAF certified server component ... to activate FIDO features. These customers include some of ...
Breaking Biology News(10 mins):
(Date:11/25/2015)... 25, 2015  PharmAthene, Inc. (NYSE MKT: PIP) announced ... stockholder rights plan (Rights Plan) in an effort to ... (NOLs) under Section 382 of the Internal Revenue Code ... PharmAthene,s use of its NOLs could be substantially limited ... in Section 382 of the Code. In general, an ...
(Date:11/25/2015)... HOLLISTON, Mass. , Nov. 25, 2015 ... a biotechnology company developing bioengineered organ implants for life-threatening ... will present at the LD Micro "Main Event" investor ... PT. The presentation will be webcast live and posted ... also be available at the conference for one-on-one meetings ...
(Date:11/25/2015)... ... November 25, 2015 , ... A long-standing ... Aerospace Professionals (OPBAP) has been formalized with the signing of a Memorandum of ... with OPBAP leaders Capt. Karl Minter and Capt. Albert Glenn Tuesday, November 24, ...
(Date:11/25/2015)... CA (PRWEB) , ... November 25, 2015 , ... ... genomics company uBiome, were featured on AngelList early in their initial angel funding ... an AngelList syndicate for individuals looking to make early stage investments in the ...
Breaking Biology Technology: