Blatant benevolence and conspicuous consumption: When romantic motives elicit strategic costly signals

Conspicuous displays of consumption and benevolence might serve as “costly signals ” of desirable mate qualities. If so, they should vary strategically with manipulations of mating-related motives. The authors examined this possibility in 4 experiments. Inducing mating goals in men increased their willingness to spend on conspicuous luxuries but not on basic necessities. In women, mating goals boosted public—but not private—helping. Although mating motivation did not generally inspire helping in men, it did induce more helpfulness in contexts in which they could display heroism or dominance. Conversely, although mating motivation did not lead women to conspicuously consume, it did lead women to spend more publicly on helpful causes. Overall, romantic motives seem to produce highly strategic and sex-specific self-presentations best understood within a costly signaling framework. Key words: costly signaling, altruism, conspicuous consumption, mating goals, self-presentation We should often blush at our noblest deeds if the world were to see all their underlying motives.—Francois de La Rochefoucauld On Valentine’s Day 2003, America’s leading authority on phi-lanthropy announced that real estate mogul Donald Trump had pledged $1 million to charity (Foundation Center, 2003). A fe