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Zentner and Mitura had 3,177 respondents complete an online mate preference survey from 10 countries ranking from a low (Finland) to a high (Turkey) gender gap in terms of the Global Gender Gap Index (GGI) – a measure that was recently introduced by World Economic Forum to iron out shortcomings of earlier gender parity measures. The participants were asked in their native language whether certain criteria – such as as financial prospects and being a good cook – were important considerations when choosing a mate.

They found that the gender difference in mate preferences predicted by evolutionary psychology models "is highest in gender-unequal societies, and smallest in the most gender-equal societies," according to Zentner.

These results were confirmed in a second study based on mate preferences reported by 8,953 volunteers from 31 nations. Again, Zentner and Mitura found that there were fewer differences between men and women's preferences in more gender-equal nations compared to less gender-equal nations.

Because increasing gender equality reduces gender differences in mate selection, these studies indicate that the strategies men and women use to choose mates may not be as hardwired as scientists originally thought.

"These findings challenge the idea proposed by some evolutionary psychologists that gender differences in mate-preferences are determined by evolved adaptations that became biologically embedded in the male and female brain," says Zentner. But he also adds evolutionary roots shouldn't be ruled out entirely.

"Indeed, the capacity to change behaviors and attitudes relatively quickly in response to societal changes may itself be driven by an evolutionary program that rewards flexibility over rigidity."