Through evolution's eyes: extracting mate preferences by linking visual attention to adaptive design

Information is crucial to decision-making, including mate choice decisions. Perceptual systems, such as attention, evolved in part to forage for reproductive information; consequently, these systems can be used to reveal mate preferences. Here, I consider the place of visual information in human mate choice and provide a rationale for pressing into service methods drawn from the attention literature for the study of mate choice decisions. Because visual attention is allocated automatically and selectively, it may be used to complement common methods of mate preference assessment, such as self-report questionnaires and measures of genital arousal, while avoiding some of the pitfalls of these methods. Beyond the utility of increasing confidence in extant research findings by employing relatively unobtrusive methods, visual attention paradigms can also allow researchers to explore a variety of questions that are rarely asked, such as those concerned with signal efficiency and tradeoffs in the assessment of mate value.