The flip side dating roles
Given that, many men sit on the couch, plug in a video game, and opt out—just as Behaviorism and Skinner might predict.
Men have adapted and devised a number of strategies to make the best of these difficult options, including the following:1) Becoming Attractive - one strategy adopted by some men is to become attractive, dominant, and sexually-forward.
Essentially, many men report that they find modern dating a primarily punishing affair.
Changing social norms has allowed few avenues by which they can be both acceptable as a relationship partner and attractive as a sex partner.
Essentially, they seem to have to either appease social norms (for relationships and acceptance) or evolved standards of attractiveness (and get sexual fulfillment).
Furthermore, they do so in a situation where women's own social instruction may reduce the very characteristics that many of these men desire.
Furthermore, their tactics are often designated as "sexist" (Hall & Canterberry, 2011).
Therefore, these men may get sex, but they often do not get love and respect.
Men successful with this strategy attempt to find an honest and faithful partner, who respects their needs, and is grateful for their contributions (for more, see here, here, and here).
When rewards outweigh punishment, people perform behaviors.
When punishments weight more heavily, people avoid those same behaviors.
Unfortunately, these qualities are again part of women's double bind, with social norms sometimes guiding them away from these biologically feminine characteristics.
So, until a new equilibrium is reached in these evolving social norms, men have difficult choices to make.
That’s why this is such an useful tool in cause advertising.