Sex differences in mate selection strategies: Content analyses and responses to personal advertisements in Brazil

Abstract We studied mate selection strategies as revealed in heterosexual personal advertisements published in a Brazilian newspaper, analyzing both the ads' content, with respect to the attributes that men and women offered and sought, and predictors of the number of responses that each ad received. Demands made for a prospective partner changed as a function of the age of the advertiser in predictable sex-differentiated ways: women became less demanding as they aged, whereas men became more demanding. The number of responses received by men and women as a function of age followed a similarly sex-differentiated pattern, with older women receiving fewer responses than younger women, and older men receiving more responses than younger men. In general, results of the present study provided support for our predictions. People who used personal advertisements, a relatively recent unconventional way for selecting mates, expressed conventional preferences, suggestive of evolved psychological mechanisms.