Why consumers have everything but happiness: An evolutionary mismatch perspective.

The modern marketplace has made consumers' lives better in many ways, offering a multitude of affordable conveniences and luxuries. Why, then, is the prevalence of physical and mental health deficits higher than any other time in history? Here, we articulate an evolutionary mismatch perspective-the idea that the environment we live in has changed dramatically in a short period of time, but the human body and mind have not changed. Consumers' evolved body and mind are interacting with the modern world as if it was an ancestral environment that existed thousands of years ago, leading to many negative outcomes. We discuss three evolutionary mismatches that contribute to or compound consumer vulnerability to disease and dissatisfaction with life. We review emerging research and propose future directions that inform effective strategies to mitigate illness and enhance wellbeing.

Why women choose divorce: An evolutionary perspective.

In Western dual-educated, male-female marriages, women who divorce face greater burdens because of decreased income and primary or sole responsibility for caring for children than men who divorce. Why, then, do these women initiate divorce more and fare better psychologically after a divorce than men? Here, we articulate an evolutionary mismatch perspective, informed by key findings in relationship science. We argue that mismatches between women's evolved preferences and configurations of modern marriage often clash, producing dissatisfaction. Women's unprecedented career ascendance also affords women ever more freedom to leave. We discuss pressures from social expectations for men and women that contribute to or compound these vulnerabilities. We conclude with key questions for future research, which can contribute to strategies for mitigating relationship dissatisfaction and the profound loss and pain that results from divorce.

Life History, Fertility, and Short-Term Mating Motivation.

The current research examines the impact of women's early-life socioeconomic status (SES; used as a proxy measure of life history strategy), relationship status, and ovulatory cycle phase on their desire for short-term mating. Results revealed that during the periovulatory phase (i.e., the high-fertility phase of the monthly ovulatory cycle), single women from low SES environments expressed an increased desire for short-term mating, whereas the opposite was found for single women from high SES environments. No such pattern was found for partnered women. These results suggest that one's early-life environment and relationship status may play a key role in how women respond to internal fertility cues, providing important new insights into factors that may moderate ovulatory shifts in mating behavior. Results provide some of the first evidence that one's developmental history may alter the expression of ovulatory cycle adaptations.

Fertile and selectively flirty: women's behavior toward men changes across the ovulatory cycle.

Past research shows that men respond to women differently depending on where women are in their ovulatory cycle. But what leads men to treat ovulating women differently? We propose that the ovulatory cycle alters women's flirting behavior. We tested this hypothesis in an experiment in which women interacted with different types of men at different points in their cycle. Results revealed that women in the ovulatory phase reported more interest in men who had purported markers of genetic fitness as short-term mates, but not as long-term mates. Furthermore, behavioral ratings of the interactions indicated that women displayed more flirting behaviors when they were at high than at low fertility. Importantly, fertile women flirted more only when interacting with men who had genetic-fitness markers, not with other men. In summary, fertility not only alters women's behavior but does so in a context-dependent way that follows adaptive logic.

The fluctuating female vote: politics, religion, and the ovulatory cycle.

Each month, many women experience an ovulatory cycle that regulates fertility. Although research has found that this cycle influences women's mating preferences, we proposed that it might also change women's political and religious views. Building on theory suggesting that political and religious orientation are linked to reproductive goals, we tested how fertility influenced women's politics, religiosity, and voting in the 2012 U.S. presidential election. In two studies with large and diverse samples, ovulation had drastically different effects on single women and women in committed relationships. Ovulation led single women to become more liberal, less religious, and more likely to vote for Barack Obama. In contrast, ovulation led women in committed relationships to become more conservative, more religious, and more likely to vote for Mitt Romney. In addition, ovulation-induced changes in political orientation mediated women's voting behavior. Overall, the ovulatory cycle not only influences women's politics but also appears to do so differently for single women than for women in relationships.

Boosting beauty in an economic decline: mating, spending, and the lipstick effect.

Although consumer spending typically declines in economic recessions, some observers have noted that recessions appear to increase women's spending on beauty products--the so-called lipstick effect. Using both historical spending data and rigorous experiments, the authors examine how and why economic recessions influence women's consumer behavior. Findings revealed that recessionary cues--whether naturally occurring or experimentally primed--decreased desire for most products (e.g., electronics, household items). However, these cues consistently increased women's desire for products that increase attractiveness to mates--the first experimental demonstration of the lipstick effect. Additional studies show that this effect is driven by women's desire to attract mates with resources and depends on the perceived mate attraction function served by these products. In addition to showing how and why economic recessions influence women's desire for beauty products, this research provides novel insights into women's mating psychology, consumer behavior, and the relationship between the two.

Ovulation leads women to perceive sexy cads as good dads.

Why do some women pursue relationships with men who are attractive, dominant, and charming but who do not want to be in relationships--the prototypical sexy cad? Previous research shows that women have an increased desire for such men when they are ovulating, but it is unclear why ovulating women would think it is wise to pursue men who may be unfaithful and could desert them. Using both college-age and community-based samples, in 3 studies we show that ovulating women perceive charismatic and physically attractive men, but not reliable and nice men, as more committed partners and more devoted future fathers. Ovulating women perceive that sexy cads would be good fathers to their own children but not to the children of other women. This ovulatory-induced perceptual shift is driven by women who experienced early onset of puberty. Taken together, the current research identifies a novel proximate reason why ovulating women pursue relationships with sexy cads, complementing existing research that identifies the ultimate, evolutionary reasons for this behavior.

Sex ratio and women's career choice: does a scarcity of men lead women to choose briefcase over baby?

Although the ratio of males to females in a population is known to influence behavior in nonhuman animals, little is known about how sex ratio influences human behavior. We propose that sex ratio affects women's family planning and career choices. Using both historical data and experiments, we examined how sex ratio influences women's career aspirations. Findings showed that a scarcity of men led women to seek high-paying careers and to delay starting a family. This effect was driven by how sex ratio altered the mating market, not just the job market. Sex ratios involving a scarcity of men led women to seek lucrative careers because of the difficulty women have in finding an investing, long-term mate under such circumstances. Accordingly, this low-male sex ratio produced the strongest desire for lucrative careers in women who are least able to secure a mate. These findings demonstrate that sex ratio has far-reaching effects in humans, including whether women choose briefcase over baby.

Courtship, competition, and the pursuit of attractiveness: mating goals facilitate health-related risk taking and strategic risk suppression in women.

Two experiments explored the possibility that specific health risks observed among young women may be influenced by attractiveness-enhancement goals associated with mating. Study 1 (n=257) demonstrated that priming women with intersexual courtship and intrasexual competition increased their willingness to go tanning and take dangerous diet pills. Study 2 (n=148) conceptually replicated these results and revealed that increased willingness to take these risks is mediated by diminished feelings of vulnerability to the negative health effects associated with these behaviors when mating goals are salient. Findings provide evidence that mating goals play a role in the continued popularity of these dangerous behaviors in women. Furthermore, the current results bridge the existing gap between health belief and self-presentational models of risk behaviors to yield novel insights into the psychology of risk taking.

Do women feel worse to look their best? Testing the relationship between self-esteem and fertility status across the menstrual cycle.

Two studies measured self-esteem across the menstrual cycle to test the prediction that self-esteem will vary interindividually as a positive function of mate value and intraindividually as a negative function of fertility status. Study 1 (n = 52) found that self-esteem was positively related to mate value between women but that women experienced a self-esteem decrease nearest to ovulation, when women tend to be more attractive to men. Study 2 (n = 59) replicated these results and demonstrated that the self-esteem decrease at high fertility was positively related to women's reported long-term mating motivation. Additionally, the magnitude of the self-esteem decrease at high fertility was found to be related to increased willingness to spend money on items to enhance attractiveness at high fertility. A self-esteem decrease at high fertility may motivate mate value enhancement efforts when such efforts are most critical.

An evolutionary perspective on humor: sexual selection or interest indication?

Are people who are funny more attractive? Or does being attractive lead people to be seen as funnier? The answer may depend on the underlying evolutionary function of humor. While humor has been proposed to signal "good genes," the authors propose that humor also functions to indicate interest in social relationships-in initiating new relationships and in monitoring existing ones. Consistent with this interest indicator model, across three studies both sexes were more likely to initiate humor and to respond more positively and consider the other person to be funny when initially attracted to that person. The findings support that humor dynamics--and not just humor displays--influence romantic chemistry for both men and women, suggesting that humor can ultimately function as a strategy to initiate and monitor social relationships.

Oestradiol level and opportunistic mating in women.

The ovarian steroid hormone oestradiol plays a crucial role in female fertility, sexual motivation and behaviour. We investigated the relationship between oestradiol and the likelihood that women would engage in opportunistic mating. Two salivary samples were taken from normally cycling women within the peri-ovulatory and luteal phase of the menstrual cycle. At both testing sessions, participants also completed self-perceived desirability scales and provided subjective reports of sexual and social motivations, and satisfaction with their primary relationship partner. Oestradiol level was positively associated with a woman's self- and other-perceived physical attractiveness and with inclinations to mate outside her current relationship. Oestradiol was marginally negatively associated with a woman's satisfaction with her primary partner and relationship commitment. Results provide support for the relationship between physical beauty and fertility and suggest that physiological mechanisms play a major role in guiding a woman's mating strategies.

Changes in women's choice of dress across the ovulatory cycle: naturalistic and laboratory task-based evidence.

The authors tested the prediction that women prefer clothing that is more revealing and sexy when fertility is highest within the ovulatory cycle. Eighty-eight women reported to the lab twice: once on a low-fertility day of the cycle and once on a high-fertility day (confirmed using hormone tests). In each session, participants posed for full-body photographs in the clothing they wore to the lab, and they drew illustrations to indicate an outfit they would wear to a social event that evening. Although each data source supported the prediction, the authors found the most dramatic changes in clothing choice in the illustrations. Ovulatory shifts in clothing choice were moderated by sociosexuality, attractiveness, relationship status, and relationship satisfaction. Sexually unrestricted women, for example, showed greater shifts in preference for revealing clothing worn to the laboratory near ovulation. The authors suggest that clothing preference shifts could reflect an increase in female-female competition near ovulation.

Reading men's faces: women's mate attractiveness judgments track men's testosterone and interest in infants.

This study investigated whether women track possible cues of paternal and genetic quality in men's faces and then map perception of those cues onto mate attractiveness judgments. Men's testosterone concentrations served as a proxy for genetic quality given evidence that this hormone signals immunocompetence, and men's scores on an interest in infants test were chosen as prima facie markers of paternal quality. Women's perceptions of facial photographs of these men were in fact sensitive to these two variables: men's scores on the interest in infants test significantly predicted women's ratings of the photos for how much the men like children, and men's testosterone concentrations significantly predicted women's ratings of the men's faces for masculinity. Furthermore, men's actual and perceived affinity for children predicted women's long-term mate attractiveness judgments, while men's testosterone and perceived masculinity predicted women's short-term mate attractiveness judgments. These results suggest that women can detect facial cues of men's hormone concentrations and affinity for children, and that women use perception of these cues to form mate attractiveness judgments.

Father absence, menarche and interest in infants among adolescent girls.

In this study we examined the relationship between menarche and interest in infants among adolescent girls, and the effects of early environment, particularly of father absence from home, on both variables. Eighty-three girls ranging in age from between 11 and 14 years served as study participants. Interest in infants was assessed through their preferences for photos and silhouettes of animal and human faces of infants versus adults. Information on menarche and the early family environment was obtained with questionnaires and interviews. Variation in menarcheal status or timing of menarche was associated with some differences in interest in infants. There was little or no evidence, however, that suggested a direct causal relationship between these variables. Instead, both menarche and interest in infants were independently associated with early father absence from home such that father-absent girls exhibited earlier menarche and greater attraction to infant visual stimuli than father-present girls. Our results are consistent with the hypothesis that father absence is associated with a developmental trajectory characterized by earlier readiness for reproduction and parenting.