The framing effect when evaluating prospective mates: an adaptationist perspective

Sex differences in the framing effect within the mating domain (and the underlying negativity bias) were investigated. In three separate studies, men and women evaluated eight prospective mates, each of which was described using either positively or negatively framed attribute information. The key difference between the three studies was the temporal context of the relationship for which the mates were considered (long-term versus short-term) and the quality of mates that were presented to the participants (high quality versus low quality). Overall, women exhibited larger framing effects than men (and in three of the four experimental conditions), and this sex difference was driven by women's greater sensitivity to negatively framed information. This robust sex effect is a manifestation of the greater vigilance that women show within the mating domain (consistent with parental investment theory). At the attribute level, women displayed stronger framing effects than men in 10 of the 11 cases where significant results were found, and these were on attributes that accord with evolutionary principles (e.g., women exhibited larger framing effects for Earning Potential and Ambition while men yielded a larger effect in only one instance for Attractive Face). Finally, the sex differences in framing effects became stronger when evaluating short-term mates as compared to long term ones (in accord with the general guiding principles of Sexual Strategies Theory). The current paper situates the framing effect within an adaptationist framework and proposes, that in many instances, the pattern with which individuals succumb to it is an instantiation of ecological rationality.