Let's get serious: communicating commitment in romantic relationships

Are men or women more likely to confess love first in romantic relationships? And how do men and women feel when their partners say "I love you"? An evolutionary-economics perspective contends that women and men incur different potential costs and gain different potential benefits from confessing love. Across 6 studies testing current and former romantic relationships, we found that although people think that women are the first to confess love and feel happier when they receive such confessions, it is actually men who confess love first and feel happier when receiving confessions. Consistent with predictions from our model, additional studies have shown that men's and women's reactions to love confessions differ in important ways depending on whether the couple has engaged in sexual activity. These studies have demonstrated that saying and hearing "I love you" has different meanings depending on who is doing the confessing and when the confession is being made. Beyond romantic relationships, an evolutionary-economics perspective suggests that displays of commitment in other types of relationships--and reactions to these displays--will be influenced by specific, functional biases.     

Sex ratio and women's career choice: does a scarcity of men lead women to choose briefcase over baby?

Although the ratio of males to females in a population is known to influence behavior in nonhuman animals, little is known about how sex ratio influences human behavior. We propose that sex ratio affects women's family planning and career choices. Using both historical data and experiments, we examined how sex ratio influences women's career aspirations. Findings showed that a scarcity of men led women to seek high-paying careers and to delay starting a family. This effect was driven by how sex ratio altered the mating market, not just the job market. Sex ratios involving a scarcity of men led women to seek lucrative careers because of the difficulty women have in finding an investing, long-term mate under such circumstances. Accordingly, this low-male sex ratio produced the strongest desire for lucrative careers in women who are least able to secure a mate. These findings demonstrate that sex ratio has far-reaching effects in humans, including whether women choose briefcase over baby.     

Economic decision biases and fundamental motivations: how mating and self-protection alter loss aversion

Much research shows that people are loss averse, meaning that they weigh losses more heavily than gains. Drawing on an evolutionary perspective, we propose that although loss aversion might have been adaptive for solving challenges in the domain of self-protection, this may not be true for men in the domain of mating. Three experiments examine how loss aversion is influenced by mating and self-protection motives. Findings reveal that mating motives selectively erased loss aversion in men. In contrast, self-protective motives led both men and women to become more loss averse. Overall, loss aversion appears to be sensitive to evolutionarily important motives, suggesting that it may be a domain-specific bias operating according to an adaptive logic of recurring threats and opportunities in different evolutionary domains.     

Boosting beauty in an economic decline: mating, spending, and the lipstick effect

Although consumer spending typically declines in economic recessions, some observers have noted that recessions appear to increase women's spending on beauty products--the so-called lipstick effect. Using both historical spending data and rigorous experiments, the authors examine how and why economic recessions influence women's consumer behavior. Findings revealed that recessionary cues--whether naturally occurring or experimentally primed--decreased desire for most products (e.g., electronics, household items). However, these cues consistently increased women's desire for products that increase attractiveness to mates--the first experimental demonstration of the lipstick effect. Additional studies show that this effect is driven by women's desire to attract mates with resources and depends on the perceived mate attraction function served by these products. In addition to showing how and why economic recessions influence women's desire for beauty products, this research provides novel insights into women's mating psychology, consumer behavior, and the relationship between the two.