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22-Sep-2017 12:11

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For instance, a recent study in the revealed that straight women tend to hire gay men over other heterosexual individuals because they perceive gay men to be more competent and warmer.

Furthermore, marketing researchers have suggested that straight women prefer to work with gay male sales associates over others in consumer retail settings.

The female participants were then asked how likely they would be to trust the individual’s dating advice.

I also recruited gay male participants, and had them complete the same task (with the gay men viewing Facebook profiles depicting a straight female, gay male or lesbian female).

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Because gay men don’t mate with women – or compete with them for mates – women feel a certain level of comfort with gay men, and the process of forming a close friendship can occur relatively quickly.

We predicted that this would most often occur in highly competitive dating environments, where a trustworthy source like a gay friend would be valued by women jockeying with one another for a boyfriend.

To test this, we created a fake news article that detailed extremely skewed sex ratios, indicating that women in college were competing over a very small pool of men.

As expected, the female subjects seemed to perceive the judgments coming from the gay man to be more sincere because they knew that he wouldn’t have any ulterior motives – whether that meant wooing the subject (which they might suspect of straight men) or competing for the same romantic partner (straight women).

For the final two studies, we wanted to figure out when women were most likely to befriend and place their trust in gay men.We titled the four studies “Why (and When) Straight Women Trust Gay Men: Ulterior Mating Motives and Female Competition,” with the hope of better establishing straight women would be most likely to seek out gay men for friendship and guidance.