Beauty or Utility? Mating Motive Study

Undergraduate thesis examining how romantic motivations influence consumer product preferences

Undergraduate Thesis - Completed

Research Question

How do mating motives influence consumer preferences between beauty-focused versus utility-focused products? This thesis investigates the relationship between romantic motivations and product evaluation criteria in consumer decision-making, addressing a critical gap in understanding the psychological drivers of consumer choice behavior.

Theoretical Framework

This research builds upon evolutionary psychology principles and consumer behavior theory, specifically examining how mating-related motivations influence product evaluation criteria. The theoretical foundation integrates:

  • Evolutionary Psychology: Mating motives as fundamental drivers of human behavior
  • Consumer Behavior Theory: Product evaluation and preference formation
  • Dual-Process Models: How motivational states influence cognitive processing
  • Signal Theory: Products as signals of mate quality and desirability

The framework proposes that when mating motives are activated, consumers shift their evaluation criteria to prioritize attributes that signal attractiveness and desirability over purely functional benefits.

Methodology

Design

Independent empirical study employing experimental methodology with between-subjects design to examine causal relationships between mating motive activation and product preference patterns.

Analysis

  • Statistical analysis using logistic regression to model binary product choices
  • ANOVA for continuous preference measures
  • Mediation analysis to examine underlying psychological mechanisms
  • Effect size calculations and confidence intervals for practical significance assessment

Data Collection

  • Experimental manipulation of mating motives through priming procedures
  • Product evaluation tasks across multiple product categories
  • Demographic and individual difference measures
  • Manipulation check procedures to ensure experimental validity

Research Skills Demonstrated

  • Independent Research Design: Conceptualized and executed original experimental study from literature review through data analysis
  • Advanced Statistical Analysis: Applied logistic regression, ANOVA, and mediation analysis using SPSS/R
  • Literature Integration: Synthesized evolutionary psychology and consumer behavior literatures
  • Experimental Methodology: Designed controlled experiments with appropriate manipulation and measurement procedures
  • Academic Writing: Produced comprehensive thesis document following APA standards

Key Findings

Pretest Results

Validated experimental materials and confirmed that beauty-focused and utility-focused products were perceived as intended across product categories, establishing the foundation for the main experimental studies.

Experiment 1: Basic Mating Motive Effects

Experimental Materials:

Findings:

  • Primary Finding: Participants in the mating motive condition showed significantly stronger preferences for beauty-focused products compared to control condition (β = 0.47, p < 0.01)
  • Effect Size: Medium to large effect across product categories (Cohen’s d = 0.65)
  • Mechanism: Increased attention to aesthetic and signaling attributes when mating motives were activated

Results Visualization:

Experiment 2: Moderation and Boundary Conditions

Experimental Materials:

Findings:

  • Gender Differences: Effect was stronger for male participants (β = 0.62, p < 0.001) compared to female participants (β = 0.31, p < 0.05)
  • Product Category Moderation: Effects were most pronounced for publicly consumed products versus privately consumed products
  • Individual Differences: Self-monitoring personality trait moderated the relationship (interaction β = 0.28, p < 0.05)

Results Visualization:

Academic Significance

This research makes several important theoretical and practical contributions:

Theoretical Contributions:

  • Provides empirical evidence for evolutionary psychology applications in consumer behavior
  • Demonstrates the contextual nature of product evaluation criteria
  • Advances understanding of motivational influences on consumer decision-making
  • Establishes boundary conditions for mating motive effects in consumer contexts

Practical Implications:

  • Marketing strategy insights for targeting consumers in romantic contexts
  • Product positioning recommendations for beauty versus utility emphasis
  • Advertising timing and context optimization based on consumer motivational states

Future Research Directions:

  • Cross-cultural validation of mating motive effects
  • Long-term relationship impact on product preferences
  • Neural mechanisms underlying mating motive influences on choice

Thesis Completion

Status: Successfully completed undergraduate honors thesis
Defense Date: May 20, 2024
Advisor: Prof. Rui Chen
Academic Recognition: Graduated with honors recognition for independent research contribution

Outstanding Academic Achievement: Received an A grade - a distinction achieved by only 10% of students, reflecting the exceptional quality and rigor of this independent research contribution.

Academic Contribution: This independent empirical research contributes novel insights to the intersection of evolutionary psychology and consumer behavior, demonstrating rigorous experimental methodology and advancing theoretical understanding of motivational influences on consumer decision-making processes.

Research Impact: Findings have implications for both academic understanding of consumer psychology and practical applications in marketing strategy and product positioning. The high academic recognition reflects the work’s contribution to advancing knowledge in consumer behavior research.