Original article:

Pair-bonded humans conform to sexual stereotypes in web-based advertisements for extra-marital partners

Evolutionary Psychology 8(4): 561-572 Trish C. Kelley, Department of Psychology, University of Manitoba, Winnipeg, Canada. Present Address: Freshwater Institute, Fisheries and Oceans Canada, Winnipeg, CanadaJames F. Hare, Department of Biological Sciences, University of Manitoba, Winnipeg, Manitoba, harejf@cc.umanitoba.ca


Partners advertisements provide advertisers with access to a large pool of prospective mates, and have proven useful in documenting sex differences in human mating preferences. We coded data from an Internet site (AshleyMadison.com) catering to advertisers engaged in existing pair-bonded relationships. While we predicted that pair-bonding may liberate advertisers from conforming to sexual stereotypes of male promiscuity and female choosiness, our results are uniformly consistent with those stereotypes. Our findings thus provide further evidence that human mating behavior is highly constrained by fundamental biological differences between males and females.


mate preferences, sexual stereotypes, pair bond, promiscuity, female choosiness, companion advertisements, infidelity

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Evolutionary Psychology - An open access peer-reviewed journal - ISSN 1474-7049 © Ian Pitchford and Robert M. Young; individual articles © the author(s)

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