Gender differences in erotic plasticity--evolutionary or sociocultural forces? Comment on Baumeister (2000)

R. F. Baumeister (2000) argued that there are gender differences in erotic plasticity, meaning that women are more influenced by cultural and social factors than men are. He attributed the gender difference in erotic plasticity to evolutionary, biological forces. We propose an alternative account of the data using a multifactor sociocultural model that rests on 4 assertions: (a) Men have more power than women on many levels including the institutional and the interpersonal levels, (b) education increases women's power, (c) groups with less power (women) pay more attention to and adapt their behavior more to the group with more power (men) than the reverse, and (d) gender roles powerfully shape behavior, and heterosexuality is a more important element of the male role than the female role.