A set of evolutionary adaptations which evolved to maximize the reproductive success of individuals.
A mating strategy can be defined as a set of behavioral and cognitive adaptations which drive reproductive efforts of individuals. The ultimate aim of mating strategies is to maximize reproductive success. These strategies also affect individual investment in mating and parenting (Buss and Schmitt 1993; Gangestad and Simpson 2000). Each consists of specific mating tactics in the form of individual behavior (Gangestad and Simpson 2000). Importantly, mating strategies and tactics are often nonconscious, and their activation strongly depends on specific contexts and circumstances, such as the sex ratio in the mating pool, mate value of individuals concerned, or cultural norms (Buss and Schmitt 1993). Evolutionary psychologists agree that humans evolved more than one “ideal” mating.
