Assessing implicit mate preferences among Chinese and Japanese women by providing love, sex, or money cues.

Abstract

Love, sex, and money are the most direct cues involved in the fundamental forms of mate preferences. These fundamental forms are not mutually exclusive but are interrelated. As a result, humans base their mate choices on multiple cues. In this study, 62 undergraduate women (M age = 20.4 yr., SD = 1.4) from China and Japan served as the participants. They performed a variation of the semantic priming task, in which they were instructed to decide by means of a key-press whether the target was human or non-human. The primes were images that portrayed potent evolutionary factors for mate preference (i.e., love, sex, and money), and the manipulation was based on whether the prime and target matched regarding gender, independent of the target decision task (human vs non-human). Participants gave faster responses to male targets than to female targets under priming. The results generally supported the evolutionary premises that assume mate preference is determined by fundamental forms of providing emotional (love), material (money), and fertility support (sex). The money priming effect was stronger in the Chinese women than in the Japanese women, suggesting that social context may influence mate preferences.