Peak of desire: activating the mating goal changes life-stage preferences across living kinds

In three studies, we explored the existence of an evolved sensitivity to the peak that would be consistent with the evolutionary origins of many basic human preferences. Activating the evolved motive of mating activates related adaptive mechanisms, including a general sensitivity to cues of growth and decay associated with determining mate value in human courtship. These studies show that priming the mating goal also activates an evaluative bias that influences how people evaluate cues of growth. Specifically, living kinds that are immature or past their prime are devalued, whereas living kinds that are at their peak become increasingly valued. Study 1 establishes this goal-driven effect for human stimuli indirectly related to the mating goal. Studies 2 and 3 establish that the evaluative bias produced by the activated mating goal extends to living kinds, but not artifacts.