Sexually dimorphic mate preference in Japan : An analysis of lonely hearts advertisements.

Lonely hearts advertisements (LHA) published in Japan were examined in a comparative study on sexually dimorphic mate preference. I analyzed 944 LHA written by Japanese (730 by males and 214 by females) seeking short-term relationships and 780 LHA (577 by males and 203 by females) seeking long-term relationships. Some universal patterns of mate preference were confirmed and others were not. Female advertisers in both categories sought more traits than they offered; they also sought more traits than male advertisers. Males tended to offer their financial and social status, and females tended to seek those traits. More females requested family commitment than males. While there was no sex difference in offering and seeking physical appearance and health, females tended to request photographs of their potential mates. Males were more likely than females to be willing to accept children from previous relationships, although there was no significant difference in refusing such children. More females seeking long-term mates requested family commitment than females seeking short-term mates. In both males and females, more advertisers seeking long-term mates offered family commitment than advertisers seeking short-term mates. Some predictions for contingent preference were also examined. One prediction confirmed was that females offering physical appearance and health sought more traits than those not doing so. However, males offering financial and social status did not make higher demands than those who did not, which does not support one prediction.