Abstract:
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.