Sexual strategies theory and Internet personal advertisements.

Sexual Strategies Theory supposes that certain characteristics--namely, physical attractiveness in women and dominance and the ability to provide material resources in men--are highly desirable to potential mates because they are evolutionarily advantageous. However, socially based characteristics (e.g., positive personality traits, common interests) are also desirable in potential mates. It was predicted that people who are weaker on evolutionarily advantageous traits (i.e., less attractive women, less wealthy men) would emphasize alternative, socially desirable traits to compensate for these perceived deficiencies. One hundred fifty-one Internet personal advertisements were analyzed for attractiveness, income, mention of physical attributes, and mention of other positive personal characteristics. Results were generally consistent with predictions. In males, both wealth and attractiveness were related to decreased emphasis on other positive personal characteristics, while in women, emphasis on physical attributes (but not objectively rated physical attractiveness) was negatively related to emphasis on other positive personal characteristics.