When Women are Urged to have Casual Sex More than Men are: Perceived Risk Moderates the Sexual Advice Double Standard

Sociocultural and biological frameworks suggest a Sexual Advice Double Standard (SADS; wherein heterosexual men are encouraged to have causal sex more than heterosexual women are) motivated by intransigent factors (e.g., patriarchy or evolved dispositions). Alternatively, people generally perceive casual sex as riskier for women, who may be discouraged from sex to protect them from stigma and danger (Rudman et al. 2013). If so, manipulating perceived risk to reduce or reverse the costs of casual sex for men and for women should eliminate or reverse the SADS, respectively. Results investigating American adults (N = 180) supported risk assessment's explanatory power. When costs to both partners were mild, the SADS was eliminated, but when costs to men were higher, women were urged to have casual sex more than men were. The SADS emerged only when costs to women were higher. The findings have implications for gender equality and sexuality theories, but also practitioners (e.g., therapists, sex educators, and physicians). The SADS is far from intractable, but believing in rigid sexual double standards creates psychological conflict in women caught between motives to be seen as moral and sexually desirable, which negatively impacts their sexual health (e.g., Katz and Farrow 2000).