Feminist Beliefs, Not Gender Equality Primes, Shape Self-Reported Partner Preferences

Abstract Men are reported to prioritise physical attractiveness in potential intimate partners, while women focus on the abilities of potential partners to provide resources. Yet previous research has suggested that these traditional gender differences vary according to national levels of gender equality. Here, we used priming material to manipulate participants’ perceptions of gender equality and examined the effects on self-reported partner preferences, and we also investigated the association between participants’ gender role attitudes and partner preferences. In Study 1 and 2 ( n = 224 and 380), participants were presented with priming material that focused on either inequality between the genders in the present day (Inequality Condition) or recent improvements in gender equality (Equality Condition). Contrary to our predictions, the importance that participants placed on the physical traits and resource-gaining potential of partners did not differ between conditions in either study. However, on average, men placed greater emphasis on physical traits and preferred younger partners, and women placed greater emphasis on resource-gaining characteristics and preferred older partners, in line with previous research. In addition, men who reported more positive feminist attitudes placed less emphasis on physical traits, and women who reported more positive feminist attitudes placed greater emphasis on kindness, compared to same-gender participants who scored lower on feminist attitudes. This research suggests that self-reported partner preferences are related to an individual’s feminist attitudes and highlight the challenges of exploring these associations with forced-choice and experimental priming designs.