The role of prosocial behaviors in mate choice: A critical review of the literature

Abstract

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The green mate appeal: Men's pro‐environmental consumption is an honest signal of commitment to their partner

“…First, our research is consistent with previous conclusions that altruism and prosocial behavior, including pro‐environmental behavior, signal good partner qualities, and long‐term mating value (e.g., Bhogal, Farrelly, & Galbraith, 2019; DiDonato & Jakubiak, 2016). In particular, altruism signals a potential for commitment towards a romantic partner (Barclay, 2010; Bhogal et al, 2019). Second, our findings support the idea that prosocial and cooperative behaviors might be driven by mating motivations, especially among men (e.g., Farrelly et al, 2007; Tognetti et al, 2016; Van Vugt & Iredale, 2013).…”

“…The present article offers new insights into the link between pro-environmental behavior and mating preferences by putting these two lines of research into perspective. First, our research is consistent with previous conclusions that altruism and prosocial behavior, including pro-environmental behavior, signal good partner qualities, and longterm mating value (e.g., Bhogal, Farrelly, & Galbraith, 2019;DiDonato & Jakubiak, 2016). In particular, altruism signals a potential for commitment towards a romantic partner (Barclay, 2010;.…”

“…In fact, exaggerated masculinity is not especially attractive to (heterosexual) women. Indeed, men who are perceived as cooperative, warm, and altruistic are considered to be more desirable romantic partners (Bhogal, Farrelly, & Galbraith, 2019; Van Vugt & Iredale, 2013), because these qualities signal commitment both as a partner and as a parent, and commitment has been consistently linked to increased offspring survival and future reproduction (Geary, 2015). This might explain why men, especially when they are single, tend to adopt altruistic behaviors as a signaling strategy.…”

A branded bandage is worth a thousand words: blood branded bandages signal men’s generosity and morality

“…Drawing on Bhogal et al . [19], we predicted that men wearing the branded blood bandage would be rated as more desirable than the target wearing the plain bandage or no bandage. Contrary to our prediction, there were no direct effects of signalling blood donation with an unambiguous branded bandage in terms of attractiveness, short‐term or long‐term mate desirability were observed.…”

“…Thus, blood donation branded bandages could be a subtle way for blood donors to signal their status. The traits proposed to be associated with donating blood have been identified as desirable in both social and romantic relationships, with altruism being strongly positively associated with long‐term mate desirability [19].…”