The Effect of Imbalance Sex Ratio on
Consumer Behavior of Mating
According to evolutionary psychology, sex ratio in a population is an important factor in determining mating behavior in animals. We propose that sex ratio also has pervasive effects on humans. The sex ratio in China is in a state of imbalance, and sex ratio of baby even reaches 120:100. But effects of sex ratio to mating behavior of Chinese were not clear. The study examines consumer behavior of mating in male-bias and female-bias and gets the effects. Findings show that male-bias leads men to spend more money on inviting women to have a meal. Female-bias leads women to perceive more difficulties in finding another half and will choose work in the future but not family. Research shows that sex ratio indeed influences consumer behavior of mating. We also probe the theoretical significance and practical value of sex ratio.
文章引用: 徐 江 , 任孝鹏 (2014) 性别比例失衡对择偶过程中消费行为的影响。 心理学进展， 4， 271-278. doi: 10.12677/AP.2014.42039
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