Abstract

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Evans & Brase (2007, Journal of Social and Personal Relationships)

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 a new methodology: Indirect, open-ended questions, with anonymous computer administration and designated (same- or opposite-sex) audiences. The frequency with which traits were noted by participants supported 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 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.