THE SEXUAL DOUBLE STANDARD

To explore the operation of the sexual double standard, 111 men and 143 women evaluated either a male or female target, described in a fictitious interview as involved in either monogamous or multiple heterosexual relationships and depicted as engaged in either above average, average, or below average levels of sexual activity. Targets described as involved in multiple relationships or depicted as engaged in above average levels of sexual activity were evaluated less positively than targets in other conditions. Women presented as more sexually active were seen as more liberal and more assertive than other female targets. In this study the sexual double standard was not operating in the formation of overall evaluations of individuals, but it did exert influence on other judgments that people make about men and women.