A hamburger that’s 90 per cent fat-free sounds a lot better than one with 10 per cent fat. And even when the choices are the same, humans are hard-wired to prefer the more positive option.
This is because of what’s known as the “framing effect,” a principle that new research from Concordia has proved applies to mate selection, too.
The study — co-authored by Concordia marketing professor Gad Saad and Wilfrid Laurier University’s Tripat Gill, and published in the journal Evolution and Human Behavior — shows that when we choose a partner, the framing effect is even stronger in women than it is for men.
“When it comes to mate selection, women are more attuned to negatively framed information due to an evolutionary phenomenon called ‘parental investment theory,’” says Saad, who has done extensive research on the evolutionary and biological roots of consumer behavior.
“Choosing someone who might be a poor provider or an unloving father would have serious consequences for a woman and for her offspring. So we hypothesized that women would naturally be more leery of negatively framed information when evaluating a prospective mate.”
To prove this, Saad and Gill called on hundreds of young men and women to take part in their study.
Participants were given positively and negatively framed descriptions of potential partners. For example:
“Seven out of 10 people who know this person think that this person is kind.”
[positive frame]
versus
“Three out of 10 people who know this person think that this person is not kind.”
[negative frame]
The researchers tested the framing effect using six key attributes, two of which are more important to men and women respectively, and two that are considered as necessities by both sexes:
- Attractive body (more important to men)
- Attractive face (more important to men)
- Earning potential (more important to women)
- Ambition (more important to women)
- Kindness (equally important to both)
- Intelligence (equally important to both)
Participants evaluated both high-quality (e.g. seven out of 10 people think this person is kind) and low-quality (e.g. three out of 10 people think this person is kind) prospective mates for these attributes, in the context of a short-term fling or a long-term relationship.
More often than not, women said they were far less likely to date the potential mates described in the negatively framed descriptions — even though in each instance, they were being presented with exactly the same information as in the positively framed descriptions.
Women also proved more susceptible to framing effects in attributes like ambition and earning potential, while men responded more strongly to framing when physical attractiveness was described.
This research highlights how an evolutionary lens could help explain the biologicial origins of seemingly “irrational” decision-making biases like the framing effect.
I do agree with the article, based on the fact that the six listed attributes are the most requirements that man and woman do take into consideration when looking for a mate. Even though they might look as an assumption, but they are the core attributes that everyone look at when looking for a mate.Though some people might not be convinced enough by the way the researchers have put forward their findings,but in the life which we live today,we do see such, therefore we can conclude that such attributes are the core concepts which most people look at when looking for a mate.
I fully agree with this blog. Physical attraction has proven to be the deciding factor in most relationships in this modern society. Character has sort of taken a backseat to looks due to both male and female being hormone driven. I don’t think we can say one gender is better, in terms of choosing relationship partners, than the other because it depends on how they were brought up and the type of choices they made as a young child. Females and males could both decide to date someone for only their looks, without considering their personality. So basically physical attraction is what draws both male and female to desire to get to know the person as is basically a primary aspect in relationships.
Attractive body is more important to women too as they tend to look for HUNKS than those with chubby bodies.Attractive face-the beauty counts to both genders,like guys,check what men consider “Attractiveness”.Is there attraction in the salary of a person?No!! If someone really loves you they wouldn’t mind the bolts and nuts you are earning.I believe that if there is still a lady out there who chases after men over their fat wallets,they haven’t been struck by love yet.
I am 100 percent against the fact that people choose partners according to their capabilities whether physical or emotional. My view is that you have follow your heart in whatever you do in life, as for me I choose a partner according to their character.
This is interesting research however what applications will this have in society? Where can this information lead us to advances in society? A problem here is that the research, I feel ,is subjective and needs to be repeated with more test subjects and better questions it does not explain why for instance a woman my choose a man with low earning potential etc even over one with these supposed characteristics of desirability. human nature is far more complex than what we can conclude from studies like this. Each subject came from a unique background and so perhaps a better test would be to group subjects into similar “background groups” and perhaps those results would be more enlightening.
In the article above, I also realized through the 6 categories which the people were tested on, that men take the outer, physical appearance more important than women. I think this is because men are mostly the main breadwinners in the family thus they are the ones who should have the ability to look after the family therefore they do not expect earning potentials nor ambition from women. On the other hand, most women rely on their husbands for the running income for the family. They need the money from their husbands to look after their children and themselves thus they tend to look mainly at the earning potentials of men. I think since the roles of women and men are different in the household, they have different perspectives and expectations from their partners.
It is true men prefer an attractive women and this research just made it more clear.Even when men and women are attracted by different qualities in their partners, it is clear that intelligence and kindness are mutual qualities that they both look for in soulmates. Some people believe that men and women choose their significant other based on similarities they see in their parents or siblings. It is significant that you choose the right partner to start a family with as your partners character will have a huge impact on your children behavior and their well-being.
I agree with this blog. physical attraction is very important to men than women. men consider the beauty first but women go with the character women are also said to be more matured than men and emotional which I agree.
This is so true ! But there are nothing new about the information given in this blog . I am sure even the Neanderthal were looking for a mate in the same way . The woman with the most beautiful legs appearing from underneath her hide skirt , surely got the most attention .And then equally the man with the most comfortable cave and most hunting trophy’s won all the hearts .Even in arrange marriages , parents would use the same framing to choose a partner for their children . So many views in life have changed . What does the modern woman in life seeks ? Surely she can provide for herself ? The modern man might just use the framing , set for men , to choose his partner . A lady with ambition and a fat banking account !
Maybe it would be more interesting to learn more about the way people e.g of the same gender , choose a partner . What kind of framing do they use ? What are most important to them ? This may just be an eye opener for everyone .
I completely agree, since men are known to be the providers looks would be much more important to them than where the woman is heading in life or how well she can look after him or their family. Unfortunately no matter how powerful, smart and driven a woman is and how great a job she has or is working toward, we all want a man that can take care of us when the rain or family comes.
I found this topic to be very interesting. I was aware that men and women would have different values however I didn’t truly understand why. I am aware that this is a generalisation because its not true for everyone, some men look for women with ambition rather than choosing someone based purely on how attractive they are; the opposite is also true, women too can be superficial and choose a man based on how attractive he is. Attraction to someone is of high importance because even though most people wouldn’t come out and say it, you notice someone firstly because of their looks. To be honest I don’t understand why appearance isn’t more of a big deal to women because as stated above they’re using the framing effect to choose a “suitable father figure”, therefore they need to be physically attracted to someone to thus procreate. In todays day and age there are more and more women becoming apart of the working class and therefore children may be of little importance to them. Some women would rather not be a house wife because they’d like to stay in the working class therefore would that mean they’d choose a man with very little ambition so that he could be the one to stay at home?
Let your salary speak for you, this it’s really helpful mostly to those who haven’t met their soul mates yet. Single men let your salary say it all for you if you didn’t know how to get that lady in your mind let your salary say it for, this it’s scientifically proven women check earning potential. You won’t go wrong this time if there one thing you want to fix or that you can fix it’s your salary. Men it’s really in us if you ambitious enough then you can lift me up so I rather be with you than to be with someone who will take me from where I am to two steps behind. In order to know whether we will be able to raise our children right it does depend on what you value most. Girls it’s scientifically proven don’t give up now, continue to be the best you can be beauty talks. Don’t give up on yourself continue with those salads and you won’t regret it, take a very good care of that body your passport to a happier marriage. Men can be turn off easily so never give up on those curves look after them and take care of yourself even when it means you bath three times a day. Women allow your beauty to say it all, if I can take care of myself that simply means I can take care of you that what men wants. Women are caretakers of men but how can care you care for someone when you fail to take care of yourself. Kindness binds everything together the beauty and the salary you can have all the beauty in the world but without kindness it doesn’t really show up and even with the men salary without kindness doesn’t do anything. This it’s really helpful as you know where to put on more strength. Good luck to all single men and women in choosing your partners, hope you choose wisely.
I agree! Now that is so true. I mean as a woman I prefer a guy who is hardworking and would provide the best for my household. Every woman is looking for that man with the best attributes, a man who wakes up in the morning to provide for his family. As for men are looking for ladies who look after themselves, women of style, virtue, smart and valuable.Yes,everyone might have their own taste when it comes to partners but the would be a very hardworking and smart partner, the one who comes up with solutions when things go wrong not the one who cries.
I slightly agree with what Jacob(14026882) is saying however what you have to take in mind is that majority of relationships these days start with the fact that the mate was initially attractive in both the body and the face. You will find that at social events, both men and women will engage in a conversation with someone if they find that other person attractive because they see a potential of all the above-mentioned attributes. You will find that if a man dates a woman or woman dates a man that today’s society has defined as unattractive it is usually because they have known each other for quite some time and they found that they enjoy each other’s company and ultimately end up being together regardless of the above mentioned attributes. However when it comes to first impressions , meeting the required attributes is a prerequisite.
This proves that some people still don’t understand what love is and what it is about. As men tend to focus on physical appearance, if you really love someone looks and how much money they earn do not matter. Money and looks can be deceiving and they can fade within a matter of seconds but what you feel for someone takes days, months and even years to end.
Naturally men and women are different, in the ways they think and process information so it is expected for them to have differences in the way they choose a partner. The framing effect in this context shows how women can be more forward thinking than men, choosing a partner because what they bring to the table and how that person can benefit ones future. This can also be thought of as a smart investment in ones future. But men work on raw feelings, there is nothing wrong in being with someone due to their appearance, initially that’s the biological fact that brings two people together. But looking at what the individual can offer determines weather it is just a fling or could be a long-term relationship.
This is a very interesting subject to write about. The youth of today is debating continuously about how the opposite sex chooses his/her mate. Like the blog reported, the youth criticise men who firstly look at the physical appearances of women and men emphasize that appearance to them is a critical factor. As for women the emotional side of a man counts the most and his appearance is seen as a bonus! The study that has been done gives clarity to all who has been debating on what traits the opposite sex finds important. It is actually shocking to see and realize that the different sexes only focus on one main trait rather than looking at the possible mate in the whole. I mean to look at a person you want to get feelings for and then only focus on one good/attractive trait is not fair to that person. Love and relationships are so precious and to me it gets downgraded when people only look at some traits of a person rather than to focus on every part of that person. My question is how can you choose your mate that you want to spend maybe a lifetime with, and you picked him/her by focussing on one aspect of that person e.g. his/her appearance? To me if you want to find a mate, you have to first interact with that person to find that something unique, rather than to spot him/her and that’s the reason you want to get to know her!
This article perfectly contrasts between male and female preferences in a seeking partner. Where males are more concerned about physical appearances, females are more concerned about their partner’s characteristics and status. The article also indicates the effect positive and negative attributes have on the choice a person makes. Our brains are hard wired to notice negative things more than the positive and thus we shall sometimes miss the absolute beauty that one person has, just because they also have that one negative aspect. In the end we seek for the perfect love instead of seeing what is right infront of us.
I think a fragment of this topic arises from stereotypical assumptions to some extent. Not all men aim for an attractive body and attractive face when looking for a mate. As much as it is said that some women look for a man who has a supernatural bank statement, some men also look for women who have more or less the same financial background.
This is a very interesting blog. I definitely believe that woman are more sensitive and are in turn always thinking ahead. I believe woman are more emotionally mature and often think about things like having children, and building up a stable lifestyle. However, with that being said, I also believe that a relationship cannot work out if a woman isn’t physically attracted to her partner. I also believe that men are more hormone driven and often think about a woman’s looks first, before anything else. I believe what the author has had to say in this blog. However, I think better examples should have been provided.