Dan Slater in The New York Times:
BUT if evolution didn’t determine human behavior, what did? The most common explanation is the effect of cultural norms. That, for instance, society tends to view promiscuous men as normal and promiscuous women as troubled outliers, or that our “social script” requires men to approach women while the pickier women do the selecting. Over the past decade, sociocultural explanations have gained steam. Take the question of promiscuity. Everyone has always assumed — and early research had shown — that women desired fewer sexual partners over a lifetime than men. But in 2003, two behavioral psychologists, Michele G. Alexander and Terri D. Fisher, published the results of a study that used a “bogus pipeline” — a fake lie detector. When asked about actual sexual partners, rather than just theoretical desires, the participants who were not attached to the fake lie detector displayed typical gender differences. Men reported having had more sexual partners than women. But when participants believed that lies about their sexual history would be revealed by the fake lie detector, gender differences in reported sexual partners vanished. In fact, women reported slightly more sexual partners (a mean of 4.4) than did men (a mean of 4.0).
In 2009, another long-assumed gender difference in mating — that women are choosier than men — also came under siege. In speed dating, as in life, the social norm instructs women to sit in one place, waiting to be approached, while the men rotate tables. But in one study of speed-dating behavior, the evolutionary psychologists Eli J. Finkel and Paul W. Eastwick switched the “rotator” role. The men remained seated and the women rotated. By manipulating this component of the gender script, the researchers discovered that women became less selective — they behaved more like stereotypical men — while men were more selective and behaved more like stereotypical women. The mere act of physically approaching a potential romantic partner, they argued, engendered more favorable assessments of that person.