Active phenotypic assortment in mate selection: self-descriptions and sought-for attributes of mates in dating advertisements.

Assortative mating results both from social homogamy (coming for similar environments) and active phenotypic assortment (seeking a mate with desired attributes). Dating advertisements provide a means of assessing the role of active phenotypic assortment in the absence of social homogamy. The relative frequency of mention of different attributes (given limited advertising space) is informative regarding the salience of these attributes in active phenotypic assortment. Sex differences in self descriptions and in attributes desired in others in dating advertisements provide a means of evaluating sociobiological issues. Data were analyzed from 191 ads placed by females and 253 ads placed by males seeking to meet members of the opposite sex. The most frequently mentioned attributes are age, race, occupation, moral characteristics, and physical attractiveness. While close to 80 per cent of the advertisers provided information concerning their own race/ethnicity, only a minority of those providing such information limited their quest for a partner to members of their own race/ethnicity. There is substantial assortative mating for religion, family background, status, and educational attainment, yet these attributes are rarely (religion and education) or never (family background) mentioned in advertisements, suggesting that assortative mating on these dimensions may be solely a consequence of social homogamy.