Home > Lifestyle > Man > Your life Updated 13 May 2014 The real difference between how men and women choose their partners New research points to surprising evidence about how we select our mates, showing that men respond more strongly to the "framing effect" when physical attractiveness was described. 4 Related Pheromone parties: why you should sniff your date's armpits Love makes men walk slower Follow us Facebook » Ask CyberShrink » Receive Health tips » Test Your sex toy IQ » All the tests you'll ever need 8 strange things your body does A hamburger that's 90 percent fat-free sounds a lot better than one with 10 percent fat. And even when the choices are the same, humans are hard-wired to prefer the more positive option. This is because of what's known as the “framing effect,” a principle that new research from Concordia University in Canada has proved applies to mate selection, too. The study — co-authored by Concordia marketing professor Gad Saad and Wilfrid Laurier University’s Tripat Gill, and published in the journal Evolution and Human Behavior — shows that when we choose a partner, the framing effect is even stronger in women than it is for men. Read: The impact of age and physical attractiveness on mate selection“When it comes to mate selection, women are more attuned to negatively framed information due to an evolutionary phenomenon called ‘parental investment theory,’” says Saad, who has done extensive research on the evolutionary and biological roots of consumer behaviour. “Choosing someone who might be a poor provider or an unloving father would have serious consequences for a woman and for her offspring. So we hypothesized that women would naturally be more leery of negatively framed information when evaluating a prospective mate.” Proving the theoryTo prove this, Saad and Gill called on hundreds of young men and women to take part in their study. Participants were given positively and negatively framed descriptions of potential partners. For example: “Seven out of 10 people who know this person think that this person is kind.” [positive frame] versus “Three out of 10 people who know this person think that this person is not kind.” [negative frame] Read: Negatively framed messages are less effective on othersThe researchers tested the framing effect using six key attributes, two of which are more important to men and women respectively, and two that are considered as necessities by both sexes: Attractive body (more important to men)Attractive face (more important to men) Earning potential (more important to women) Ambition (more important to women) Kindness (equally important to both) Intelligence (equally important to both) Participants evaluated both high-quality (e.g. seven out of 10 people think this person is kind) and low-quality (e.g. three out of 10 people think this person is kind) prospective mates for these attributes, in the context of a short-term fling or a long-term relationship. What they found More often than not, women said they were far less likely to date the potential mates described in the negatively framed descriptions — even though in each instance, they were being presented with exactly the same information as in the positively framed descriptions. Women also proved more susceptible to framing effects in attributes like ambition and earning potential, while men responded more strongly to framing when physical attractiveness was described. This research highlights how an evolutionary lens could help explain the biologicial origins of seemingly “irrational” decision-making biases like the framing effect. Read more:Watch Gad Saad’s 2013 TEDx talk, “The Evolutionary Roots of Human Decision Making.”How people choose their partnersThe Pill can influence which partner you chooseSource: University of Concordia, Montreal, CanadaImage: young couple from Shutterstock NEXT ON HEALTH24X FDA bans e-cig liquid products that look like snacks and candies 2018-09-12 19:00 More: ManYour life advertisement Read Health24’s Comments Policy Comment on this story 4 comments Comments have been closed for this article. Logout Comment 0 characters remaining Share on Facebook Loading comments... From our sponsors Dementia and Incontinence: what you need to know Tell-tale signs you need a mattress upgrade Keen to win a R2 000 voucher? Good health begins in your gastrointestinal tract Live healthier Smoking dangers » Hubbly hooking lots of young adults on tobacco Hookah smokers are inhaling benzene Many young adults misinformed about hookahs Hookah pipes far from harmless, study warns In addition to toxic substances from tobacco and nicotine, hookah smoke exposes users to charcoal combustion products, including large amounts of carbon monoxide. Managing incontinence » 5 avoidable triggers that can make urinary incontinence worse Urinary incontinence is a manageable condition – here are a few common triggers of urinary leakage.