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The Master Key and the Bad Lock: Sexual Double Standards Based on Sexual History
Natalie Reymundo
In recent years, the concept of dating has undergone several changes, including the way in which
it is approached. These changes have led to the making of a new category altogether among
emerging adults: hooking up. There is a lack of literature describing the existence of a sexual
double standard between men and women amidst a rising hook up culture among newer
generations. We examined U.S. 232 single, heterosexual male students at a South Florida
university on their perceptions of women based on a potential sexual partner’s sexual history
(many sexual partners versus few sexual partners) to determine whether men were sensitive to a
partner’s sexual history than women. Results from our independent samples t-test using SPSS
indicate that there is a significant difference in sexual desirability and attraction based on the
number of sexual partners a potential sexual partner has had (known as “body count”),
In moments of doubt, we can often turn to old adages and idioms for guidance. A person
who has heard of the adage, “A key that can open many locks is called a master key, but a lock
that can be opened by many keys is a bad lock,” has the understanding that men who have many
sexual partners are championed, while women with similar tendencies are perceived to be
devalued. This adage, like many others, not only reflects, but perpetuates the existence of a
double standard between men and women as a result of generational conservative ideals. In the
sexual context, the double standard that exists is that for however many sexual partners a man
has had and received praise for, a woman will be condemned and seen as less desirable.
The belief that has been passed down through several generations, as tradition reflects
that men have dominated positions of power in a society and thus have the ability to be
promiscuous without facing as much judgement as women do (Blackburn et al., 2002). A study
performed by Allison (2016) found that family shapes sexuality through the mechanisms of
surveillance, socialization, and stigmatization, supporting that familial influences facilitates the
proliferation of the different expectations and standards to which we hold men and women. The
aforementioned study conducted by Blackburn et al. (2002) also finds that while the power
disparity between men and women has been changing, there is no country where women have
gained equal access to power. This is quantifiably evidenced by the United Nations measure of
Gender Empowerment (GEM) – a measure of women’s empowerment– which has recorded that
all countries have a measure of less than 1. Since 1 is the value representing equality, this
indicates that men are at an advantage not only in the U.S., but across all countries.
While there have been many progressive efforts to diminish the gap between the power
disparity between men and women, we would like to take a closer inspection of the disparity on a
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smaller scale: the college campus. Over time, young adults have made a steady departure from
dating and have replaced it with the increasingly popular concept of “hooking up” (Arnold,
2010; Bradshaw et al.). According to Arnold (2010), while researchers and students have varying
encounter between partners who hold no expectation of an ongoing committed relationship. This
gender roles, normalization of premarital sex, decline in piety, and postponement of marriage
and childbearing (Arnold, 2010). The rise of hook up culture can also be attributed to the
overarching idea that college is known to be a time of exploration, as leaving the family home
for college during young adulthood results in a decreased importance of family influence over
the young adults’ explorations of identity and relationships (Trinh et al., 2014). Additionally,
Bogle (2008) asserts that colleges are set up in such a way that makes for the ideal environment
to host casual sexual activity, further stimulating sexual curiosity in the transition from
adolescence to young adulthood. Hooking up has become so common among college students
that even those who have not experienced a hook-up describe very similar scenarios when asked
While hooking up offers a more egalitarian approach than traditional dating for both
genders, there seems to be double standard regarding a potential partner’s sexual history,
specifically regarding the number of previous sexual partners. While there is some evidence that
suggests that the double standard has disappeared, supporting the assertion that hooking up is
truly egalitarian in nature (Marks & Fraley 2005), most research still suggests that a double
standard persists affecting the perceptions of men and women, such that men are praised and
women are derogated for frequent sexual encounters (as cited in Bradshaw et al., 2010).
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Additionally, Bradshaw et al. (2010) found that women generally prefer dating to hooking up,
and one of the reasons for this preference is that dating does not lead to them being labeled a
“slut” or feelings of shame and depression as they likely would following a hook-up. While
college women do still benefit from hooking up, such as feeling the excitement and affection
from sexual experiences without conforming to traditional gender roles (Paul & Hayes, 2002),
Though there is extensive literature examining the hook up culture in college students,
confirmation of the presence of a sexual double standard. Further, the designs of these studies
vary between “within-subject designs” and “between-subject designs,” all of which have
limitations that may affect the findings of their respective studies. For example, Crawford and
Popp (2003) stated that the “within-subject design” (such as questionnaire methods) “provide the
purest test of double standards because the same participants respond to the same set of questions
for each target” (p. 15), also yielding the most consistent findings. However, a limitation of that
study is that utilizing a questionnaire approach might fail to consider demand characteristics and
social desirability bias, which may affect the results and subsequent conclusion of the study
(Marks & Fraley, 2005). Between-subject designs studying the sexual double standard, while
having improved accountability for demand characteristics and social desirability biases, yields
still more inconsistent findings than within-subjects designs (Crawford & Popp, 2003), where
findings vary from confirming the existence of a sexual double standard to finding there was a
relative absence of the double standard. In essence, studies using within- and between- subject
designs are inconsistent and contradictory in their conclusions, thus lacking a strong support for
standard with more confidence, measures such as the Implicit Association Test (IAT; Greenwald
et al., 1998) have surfaced in recent years for applications in sexual research (Geer & Robertson,
2005). The IAT is a latency-based measure of associative strength between concepts in which
participants rapidly classify stimuli into one of four concept groups that share two response keys
(Greenwald et al., 1998). Nosek et al. (2007) suggest that the IAT method examines three types
which a participant is aware, but rejects as not conforming with their actual beliefs, and
associations of which a participant is aware and endorses, but wants shielded from public
awareness. In this way, the IAT could offer more consistent results that eliminate the potential
for social desirability bias present in self-report measures that reflect explicit attitudes that have
undergone an introspective process by the participant. Sakaluk and Milhausen’s study (2012)
employing the IAT for a sexual double standard found that gender was the only variable
significantly related to both implicit and explicit sexual double standards, where both genders
endorsed an explicit traditional double standard, but men endorsed a stronger explicit double
With the development of progressive social reforms advocating for sexual liberation,
many young adults may deny the importance of how many sexual partners an individual has had
However, they may nevertheless harbor implicit attitudes and reservations about a potential
sexual or romantic partner’s sexual history in regard to the number of previous sexual partners
(usually referred to as “body count”), thus still affecting the process of selecting a sexual partner
in regard to the sexual double standard—harbor both explicit and implicit biases towards women
who disclose a greater number of previous sexual partners. We predicted that if single,
heterosexual men were to select a sexual partner that discloses their body count, then men will
perceive a higher body count as less desirable than a lower body count,
Methods
Participants
Two hundred thirty-two male undergraduate students were selected from Florida
specifically selected traditional undergraduate students for this study as hook-up culture is most
prevalent in younger generations who began to experiment sexually in college soon after
graduating high school (within two years of graduating). Racial and ethnic demographics
included 53.87% Hispanic (N = 125), 18.1% Caucasian (N = 42), 15.09% African American (N
=35), 9.48% Asian American (N =22), and 3.45% who reported as other (N = 8). A restriction
was sexuality, as we are focusing on heterosexual men, excluding men with other sexual
orientations since the biases we are investigating do not apply to the same degree. Further, no
participants were involved in a romantic relationship to eliminate any implicit biases of having a
romantic partner throughout the study. Most participants volunteered through the Psychology
Materials
attributes such as gender, age, and ethnicity as well as questions addressing their sexual history
and perceptions thereof (see appendix B). Participants were given definitions of hooking up,
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THE MASTER KEY AND THE BAD LOCK
“friends-with-benefits” (FWB) relationships. Hooking up was defined as “a sexual encounter,
usually only lasting one night, between two people who are strangers, brief acquaintances.
Physical interaction is typical and may or may not include sexual intercourse or other sexual
activities.” FWB was defined as “two people who engage in sexual activity without being in a
committed relationship. All means of data collection and conduits for experimentation
(questionnaires, IATs, Indexes, etc.) were conducted online through the FIU Psychology
Measure 1. The Sexual Double Standard IAT (Greenwald et al., 1998) is a measure that
provides a means to examine the double standard without the presence of the demand
characteristics and social desirability biases that contaminate self-report research. During an
IAT, participants on a computer are asked to rapidly sort stimuli that appear in the middle of
their screen into the correct concept on either the left or right side of their screen (Lane et al.,
2007). Concepts IAT are distinct, with pairs of “categories” being the evaluative targets (e.g.
male and female), and pairs of “attributes” functioning as the evaluative quality (e.g. positive and
negative; Lane et al). As conducted in Sakaluk and Milhausen’s (2012) study, participants
Participants proceed through the seven trial blocks of an IAT, with blocks 3-4 and 6-7
being of particular interest. In the first block of trials, participants practice sorting
category stimuli (e.g. male or female), while in the second block of trials, participants
practice sorting attribute stimuli (e.g. positive or negative). In the third and fourth
“combined-task” blocks, participants must sort stimuli from both category and attribute
groups simultaneously; each category share a side of the screen, as well as a response key
alternate side of the screen (e.g. female or male). Categories are paired again with
arrangement was more easily sorted than the other. Nosek et al. (2007) state that in these
combined tasks, a stronger cognitive association between paired categories and attributes
should facilitate a speedier response than if category and attribute were not strongly
associated.
Measure 2. Simpson’s (1990) two-item scale known as the Physical and Sexual
opposite-sex persons. An example question is: “How attractive do you find the person in the ad?”
(rated on a 7-point scale, where 1 = not at all and 7 = extremely). However, these questions were
Measure 3 The Sexual Desire and General Likeability Indexes developed by Prokop,
Pazda, and Elliot’s (2015) measure women's sexual desire toward a man seen in a picture and
their perceptions of his general likeability. This 9-item measure was designed to ask questions on
a scale of 1 (not at all) to 7 (very much). An example question is: “To what degree would you
like to have sex with this man?” Questions were modified to be administered to both genders.
Procedure
Data were collected through the FIU Psychology Research Participation System.
Participants signed into the website with their student credentials then selected our study to
participate and answered the preliminary questions to determine their eligibility for the study
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THE MASTER KEY AND THE BAD LOCK
Upon receiving eligibility status for the study, informed consent was obtained and were briefed
on the nature of the study, the questions they will be administered, and the type of simulation
they will be exposed to. Participants were then administered the demographic survey and were
then exposed to a date-style simulation in which they meet a fictional woman at hypothetical
event on campus. This between subjects design randomly selected individuals will receive either
condition one (a woman with a high body count) or condition two (a woman with a low body
count). Both conditions were administered evenly and randomly between the participants: 50%
of participants received condition one (meeting a woman with a high body count) and 50% of
participants received condition two (meeting a woman with a low body count). The independent
variable will be described amidst the simulated person’s attributes (personality, interests, major,
etc.) in the description and dialogue between the simulated person and the participant. To
elaborate, the as the participant “meets’ the fictional woman at the campus event, the body count
will be implied in a conversation between the participant and the fictional woman. However,
these attributes will be neutral and be averagely attractive so as to not create bias from the
participant that could contaminate the effects of the independent variable in the study (e.g. the
body count will be disclosed in a conversation with fictional woman that describes her major,
hobbies, etc. to maintain the implicitness of the independent variable, but the details will be
neutral to maintain the integrity of the independent variable). After “meeting” their assigned
person through the date simulation, participants will answer questions based on the Sexual
Desire and General Likeability Indexes and the Physical and Sexual Attraction Index to measure
sexual attraction and the likeliness that the person would ever engage with the person sexually.
Then, participants will be exposed to the Sexual Double Standard IAT to account for implicit
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THE MASTER KEY AND THE BAD LOCK
attitudes and control for participant social desirability bias that could be present in the previous
Data Analysis
An independent samples t-test was conducted using SPSS to examine the difference
between condition one (met a woman with a high body count) and condition two (met a woman
Results
attraction levels between the group of participants who received condition one (met a woman
with a high body count) and the group of participants in condition two (met a woman with a low
body count). There was a significant difference in sexual desirability and attraction levels
between Group 1 (M = 61.7, SD = 4.21) and Group 2 (M = 85.0, SD = 4.61 ), t(DF) = 230, p
< .05. As a result, the null hypothesis (body count has no effect on sexual desire/attraction) was
rejected, and the alternative hypothesis (body count has an effect on sexual desire/attraction) was
accepted.
The effect size for the analysis (d = -5.27) was found to exceed Cohen’s (1988)
convention for a large effect (d = .80). Levene’s test for equality of variances was violated for
the present analysis, F(DF) = .779, p = .378. These results suggest that when participants are
meet a woman who discloses a higher body count, they will have lower levels of sexual desire
and attraction to the woman. Specifically, our results indicate that participants who are meet a
woman who discloses a higher body count lower levels of sexual desire and attraction than those
Discussion
The purpose of this study was to examine both the implicit and explicit attitudes that
heterosexual men may harbor in regard to women who engage in sexual activity at a high
frequency versus women who engage in sexual activity at a low frequency which contribute to
the sexual double standard between the two genders. 232 single, heterosexual male students
volunteered through the FIU Psychology Research Participation System, completing both
implicit and explicit measures of sexual desire and attraction to reflect a sexual double standard,
as well as several sexuality and demographic items. In summation, body count (the number of
sexual partners a person has had) was the only variable that was significantly related to both
implicit and explicit double standards. Men who underwent a date simulation meeting a fictional
woman who disclosed a higher body count were significantly less sexually attracted to the
woman than men who underwent a date simulation meeting a fictional woman disclosing a lower
body count. For the IAT, men demonstrated a double standard by associating sexually negative
words with female words than with male words. For the Sexual Desire and General Likeability
Indexes as well as the Physical and Sexual Attractiveness Index, men consistently demonstrated
lower scores for sexual desire and attraction towards fictional women who disclosed higher body
counts than women who disclosed lower body counts, supporting our hypothesis.
Results of this study support previous findings that a sexual double standard exists. For
example, Sakaluk and Milhausen’s (2012) study found that men endorse a strong explicit sexual
standard. In this present study, it was also found that men harbor explicit attitudes reflecting a
traditional sexual double standard. However, while Sakaluk and Milhausen’s (2012) study found
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THE MASTER KEY AND THE BAD LOCK
that men implicitly evaluated female and male stimuli similarly, this study demonstrates that the
presence of an implicit traditional sexual double standard persists at the implicit level.
While there is some research that has produced similar findings to this study, there is a
wealth of research with results that contradict these findings. For example, Mark and Miller
(1986), Sprecher (1989) and Marks and Fraley (2005) have all found little to no support for the
assertion that a sexual double standard exists, while this study reflects that a sexual double
standard exists. Although there is a lack of research with findings similar to those of this study
considering the novel and contemporary nature of this aspect of sexual research. Despite
developments in social reform for gender equality and sexual liberation, it seems that the double
standard persists due to traditional nature of the double standard, as this standard has been passed
down through generations (Allison, 2016) and perpetuated in the media (Medley-Rath, 2007).
A limitation of this study is the potential underestimation to which believe the neutral
attributes to describe the fictional woman in the situation were actually neutral. More
specifically, it is entirely possible that a seemingly neutral attributes to describe the fictional
woman (major, occupation, etc.) were actually not neutral, and could have potentially influenced
the level sexual desire and attraction of the participants to the fictional woman in the dating
simulation.
Future research examining explicit and implicit attitudes of heterosexual men towards
women should consider also including women in their study to determine if this sexual double
standard is present in all genders, and if so, if one gender endorses a double standard to a greater
extent than the other gender, as found in Sakaluk and Milhausen’s (2012) study. Future research
should also consider a different means for participants to meet a potential sexual partner, as there
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THE MASTER KEY AND THE BAD LOCK
is a possibility that the date simulation used in this study could have confounding variables that
All research regarding this topic has yielded inconsistent findings due to either
results employing between-subject designs. This study was conducted with the aim of
eliminating social desirability bias and demand characteristics resulting from introspection
during self-report methods with the most accuracy possible, and we recommend for the
limitations to be carefully reviewed and evaluated in future replications of this study. While this
study has similar findings to that of previous research, it nonetheless contributes to the
.
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THE MASTER KEY AND THE BAD LOCK
References
doi:http://dx.doi.org.ezproxy.fiu.edu/10.1007/s12119-016-9334-5
Arnold, K. D. (2010). College Student Development and the Hook Up Culture. Journal of
Blackburn, R. M., Browne, J., Brooks, B., & Jarman, J. (2002). Explaining gender
doi:http://dx.doi.org.ezproxy.fiu.edu/10.1080/0007131022000021461
Bogle, K.A. (2008). Hooking up: Sex, dating and relationships on campus. New York: New
Bradshaw, C., Kahn, A., & Saville, B. (2010). To Hook Up or Date: Which Gender
010-9765-7
Crawford, M., & Popp, D. (2003). Sexual double standards: A review and methodological
Geer, J. H., & Robertson, G. G. (2005). Implicit attitudes in sexuality: Gender differences.
Lane, K. A., Banaji, M. R., Nosek, B. A., & Greenwald, A. G. (2007) Understanding and using
the implicit association test: IV. What we know (so far) about the method. In B.
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THE MASTER KEY AND THE BAD LOCK
Wittenbrink, & N. Schwarz (Eds.), Implicit measures of attitudes. (pp. 59-102). New
Mark, M. M., & Miller, M. L. (1986). The effects of sexual permissiveness, target gender,
subject gender, and attitude toward women on social perception: In search of the double
Marks, M. J., & Fraley, R. C. (2005). The sexual double standard: Fact or fiction? Sex Roles,
52(3), 175-186.
Milhausen, R. R., & Herold, E. S. (1999). Does the sexual double standard still exist?
Nosek, B. A., Greenwald, A. G., & Banaji, M. R. (2007). The implicit association test at age 7: A
Paul, E. L., & Hayes, K. A. (2002). The casualties of ‘casual’ sex: A qualitative exploration of
Prokop, P., Pazda, A. D., & Elliot, A. J. (2015). Influence of conception risk and sociosexuality
on female attraction to male red. Personality and Individual Differences, 87, 166-170.
doi:http://dx.doi.org.ezproxy.fiu.edu/10.1016/j.paid.2015.07.042
Sakaluk, J., & Milhausen, R. (2012). Factors Influencing University Students’ Explicit and
Implicit Sexual Double Standards. Journal of Sex Research, 49(5), 464–476. https://doi-
org.ezproxy.fiu.edu/10.1080/00224499.2011.569976
Simpson, J. A., Gangestad, S. W., & Lerma, M. (1990). Perception of physical attractiveness:
1201. https://doi-org.ezproxy.fiu.edu/10.1037/0022-3514.59.6.1192
Sprecher, S. (1989). Premarital sexual standards for different categories of individuals. The
Trinh, S., Ward, L. M., Day, K., Thomas, K., & Levin, D. (2014). Contributions of Divergent
Peer and Parent Sexual Messages to Asian American College Students’ Sexual
https://doi-org.ezproxy.fiu.edu/10.1080/00224499.2012.721099
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Appendix A
SUMMARY INFORMATION
(Note: This summarized key information section needs to be included at the beginning of all
Consent Forms. The information provided in this section must be brief. More detailed
information should be provided later on in the respective areas of the Consent Form).
The purpose of this study is to measure levels of attraction in men on a college campus setting.
If you decide to be in this study, you will be one of 232 people in this research study.
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THE MASTER KEY AND THE BAD LOCK
PROCEDURES
If you agree to be in the study, we will ask you to do the following things:
Fill out a demographic questionnaire.
Participate in a date simulation where you meet a fictional person at a campus event.
Complete an Implicit Associations Test (IAT).
Answer questions regarding your experience in the dating simulation.
While there are no risks in this study, you may face the discomfort of disclosing vague sexual
history questions.
BENEFITS
The study has the following possible benefits to you: Receiving (3) SONA Credits.
ALTERNATIVES
There are no known alternatives available to you other than not taking part in this study (
CONFIDENTIALITY
The records of this study will be kept private and will be protected to the fullest extent provided
by law. In any sort of report we might publish, we will not include any information that will
make it possible to identify you. Research records will be stored securely, and only the
researcher team will have access to the records. However, your records may be inspected by
authorized University or other agents who will also keep the information confidential.
The U.S. Department of Health and Human Services (DHHS) may request to review and obtain
copies of your records.
Your information collected as part of the research will not be used or distributed for future
research studies even if identifiers are removed.
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THE MASTER KEY AND THE BAD LOCK
COMPENSATION & COSTS
You will receive a payment of (3) SONA Credits for your participation. There are no costs to
you for participating in this study.
Your participation in this study is voluntary. You are free to participate in the study or withdraw
your consent at any time during the study. You will not lose any benefits if you decide not to
participate or if you quit the study early. The investigator reserves the right to remove you
without your consent at such time that he/she feels it is in the best interest.
If you have any questions about the purpose, procedures, or any other issues relating to this
research study you may contact Natalie Reymundo at Florida International University [(786)425-
7573), [nreym002@fiu.edu]
If you would like to talk with someone about your rights of being a subject in this research study
or about ethical issues with this research study, you may contact the FIU Office of Research
Integrity by phone at 305-348-2494 or by email at ori@fiu.edu.
PARTICIPANT AGREEMENT
I have read the information in this consent form and agree to participate in this study. I have had
a chance to ask any questions I have about this study, and they have been answered for me. I
understand that I will be given a copy of this form for my records.
________________________________ __________________
Signature of Participant Date
________________________________
Printed Name of Participant
________________________________ __________________
Signature of Person Obtaining Consent Date
Appendix B
Age ___
African American
Asian American
Other
Sophomore
Junior
Senior
Off-campus housing
No
relationship?
How conscious are you about your sexual (Not at all) 1 2 3 4 5 6 7 (Very much)
health?
relationship? No
N/A
When was the last time you were sexually Within the last week
N/A
About how frequently do you have casual sex A couple times a week
Once a month
N/A
men? No
women? No
campus? N/A
Appendix C
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THE MASTER KEY AND THE BAD LOCK
Independent Samples T-Test
95% Confidence
Interval
Note. Hₐ 1 < 2
Assumptions
Homogeneity of Variances Test (Levene's)
F df df2 p
Group Descriptives
Grou Mea Media
N SD SE
p n n