Gender Differences in Heterosexual Dating: A Content Analysis of Personal Ads

Abstract

Heterosexual females and males are continually searching for members of the opposite sex for dating and romance. Have changes in gender roles over the recent past resulted in changes in the characteristics in the search for dating and romance? There are various available choices for those presently interested in meeting, dating, and possibly finding romance with some-one. One of these available choices, placing descriptive, singles ads in newspapers and magazines, was investigated in this research. A content analysis of 1,433 descriptive ads was conducted to determine the characteristics sought in potential heterosexual partners for females and males and to compare these characteristics with characteristics identified in previous studies. Results of this content analysis suggest that changes in the “marriage gradient” are taking place and that nonsmoking is becoming more of a concern for both males and females who are seeking a potential partner.

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