Physical attractiveness and sex in judgments about perceived sexually promiscuous others.

This study investigated sex and physical attractiveness in evaluations of perceived promiscuous persons. Evidence for the double standard was expected, such that men would rate a promiscuous woman less favorably than women would rate a promiscuous man. University students (25 women and 24 men) viewed a photograph of an attractive or unattractive target and read fictitious information, including promiscuous sexual behavior, about the target. Analysis gave physical attractiveness effects and limited evidence for a reverse double standard. Women rated a promiscuous man more negatively than men rated a promiscuous woman.