Want to know more? Check out one of their latest blogs-
written by Kerry Cunningham
We all know the cliché of the middle-aged man who responds to a “mid-life crisis” by buying a Corvette. Other cultures and times have their own versions of the Corvette, but the principle appears to be universal: when men feel their virility and attractiveness waning, they respond by finding some way to show that they still have what it takes to be a good mate. In evolutionary terms, this is called costly signaling. Men are signaling that they are still viable mates, and costly signals are those which are hard to fake (in nature, the peacock’s tail is perhaps the best known example of a costly signal).