Value-directed information search in partner choice

It is a widely held view that people rely on incomplete information to find a relationship partner, resulting in non-compensatory choice heuristics. However, recent experimental work typically finds that partner choice follows compensatory choice strategies. To bridge this gap between theory and experimental evidence, we charac-terize the mate choice problem by distinguishing the information search process from the evaluation process. In an eye-tracking experiment and a MouseLab experiment, we show that people display strong value-directed search heuristics in response to all types of cues and that the magnitude of value-directed searches increases with cue primacy. Cue primacy also explains the interaction effect of cue type and participant sex on the extent of valued-directed search. We further argue that value-directed searching does not necessarily lead to non-compensatory choice rules but may serve compensatory decision-making. Our results demonstrate that people may adopt remarkably smart search heuristics to find an ideal partner efficiently.