The Self-Advertisement Approach to Dating: Male-Female Differences

Abstract

A content analysis was performed on profiles or self-advertisements from a magazine for singles to identify categories of exchange used by men and women. Generally, the findings supported the traditional social exchange notion of dating for men but not for women. That is, men's profiles tended to emphasize attractiveness and other expressive qualities of potential respondents in exchange for their own career status and attractiveness. Yet women's profiles indicat. 'Ji a similar pattern, desiring to exchange career and education and expressive qualities for attractiveness and various expressive qualities.