This study examined self-presentation strategies in the personals ads of heterosexual and homosexual men and women. Ads were coded for physical descriptors and offers of and appeals for attractiveness, financial security, expressiveness, instrumentality, sincerity, and sexual activities. The interaction of gender and sexual orientation was often the best predictor of ad contents. Specifically, (a) gay men emphasized physical characteristics most and lesbians least; (b) heterosexual women mentioned attractiveness more than lesbians did; (c) women solicited more expressive traits and offered more instrumental traits than men; (d) gay men mentioned sexuality more than other advertisers; and (e) heterosexuals were more likely than homosexuals to pursue long-term relationships and to mention sincerity and financial security. The advantages of using personals ads as a source of data about self-presentation, societal definitions of attractiveness, and changing social forces are discussed.

Although scholars' interest in love phenomena has continued to increase in recent years, a common conceptual language for the study of love has not yet emerged, as is evidenced by the large number of love taxonomies and associated vocabularies that have been advocated. A promising avenue for the development of a common scientific vocabulary of love lies in the systematic examination of the love vocabularies of laypersons to identify what varieties of love, if any, their lexicon reflects. Several means by which love researchers have attempted such examinations are described and illustrated with reference to the linguistic expressions “love” and “in love.” These methods include direct questioning, autobiographical reports, inferential studies, and the prototype approach, which introduces the probabilistic view of cognitive categorization structure and process to the study of love. Several of the underlying assumptions of the prototype approach are discussed and contrasted to those of the social categorical approach we present here. The social categorical method is described in this approach, respondents place persons in their actual social worlds into social categories, and the associations among the memberships of those categories are examined. Finally, the implications of some of the findings derived from this method for a taxonomy of love and for the study of interpersonal relationships are discussed.

The terms love and in love are often used in common discourse. A social categorical approach, whereby the actual members of an individual's social categories are examined, was used to investigate the differential meaning of these terms. It was hypothesized that (a) the membership of the love category would be larger than that of the in love category; (b) the membership of the in love category would be encapsulated within the love category membership, indicating that love is the higher order generic term; (c) that the membership of the in love category, but not the love category, would be encapsulated within a sexual attraction/desire category membership; (d) although these effects would be observed for both men and women, certain gender differences would be observed. All hypotheses were confirmed. The implications of these findings for a taxonomy of love as well as for understanding and predicting love phenomena are discussed.

No abstract

No abstract