Sexual (double) standards revisited: Similarities and differences in the societal evaluation of male and female sexuality

Abstract

Past research has been inconclusive regarding the continued existence of the sexual double standard (SDS)—that is, differential expectations and evaluations of sexual activity for men (rewarded for sexual activity) and women (punished for sexual activity). Here, we present the similarities and differences (S&D) model of sexual standards, which significantly qualifies the traditional SDS by highlighting both similarities and differences between standards applied to women and men. Across two samples (student/community sample, crowdsourcing sample; Ntotal = 342) and seven sexual outcomes, high sexual activity was rated more favorably in men than in women (replicating previous research), and the opposite was true for low sexual activity (extending previous research). Importantly, moderate (not extremely low or high) sexual activity was rated most favorably in both genders, suggesting similar and curvilinear intragender trajectories. These findings illustrate a distinctly different perspective on male and female sexuality and open avenues for new research.