1. Men like blond bombshells (and women want to look like them)
Long before TV—in 15th- and 16th- century Italy, and possibly two millennia ago—women were dying their hair blond. A recent study shows that in Iran, where exposure to Western media and culture is limited, women are actually more concerned with their body image, and want to lose more weight, than their American counterparts. It is difficult to ascribe the preferences and desires of women in 15th-century Italy and 21st-century Iran to socialization by media.
Women's desire to look like Barbie—young with small waist, large breasts, long blond hair, and blue eyes—is a direct, realistic, and sensible response to the desire of men to mate with women who look like her. There is evolutionary logic behind each of these features.
Men prefer young women in part because they tend to be healthier than older women. One accurate indicator of health is physical attractiveness; another is hair. Healthy women have lustrous, shiny hair, whereas the hair of sickly people loses its luster. Because hair grows slowly, shoulder-length hair reveals several years of a woman's health status.
Men also have a universal preference for women with a low waist-to-hip ratio. They are healthier and more fertile than other women; they have an easier time conceiving a child and do so at earlier ages because they have larger amounts of essential reproductive hormones. Thus men are unconsciously seeking healthier and more fertile women when they seek women with small waists.
Until very recently, it was a mystery to evolutionary psychology why men prefer women with large breasts, since the size of a woman's breasts has no relationship to her ability to lactate. But Harvard anthropologist Frank Marlowe contends that larger, and hence heavier, breasts sag more conspicuously with age than do smaller breasts. Thus they make it easier for men to judge a woman's age (and her reproductive value) by sight—suggesting why men find women with large breasts more attractive.
Alternatively, men may prefer women with large breasts for the same reason they prefer women with small waists. A new study of Polish women shows that women with large breasts and tight waists have the greatest fecundity, indicated by their levels of two reproductive hormones (estradiol and progesterone).
Blond hair is unique in that it changes dramatically with age. Typically, young girls with light blond hair become women with brown hair. Thus, men who prefer to mate with blond women are unconsciously attempting to mate with younger (and hence, on average, healthier and more fecund) women. It is no coincidence that blond hair evolved in Scandinavia and northern Europe, probably as an alternative means for women to advertise their youth, as their bodies were concealed under heavy clothing.
Women with blue eyes should not be any different from those with green or brown eyes. Yet preference for blue eyes seems both universal and undeniable—in males as well as females. One explanation is that the human pupil dilates when an individual is exposed to something that she likes. For instance, the pupils of women and infants (but not men) spontaneously dilate when they see babies. Pupil dilation is an honest indicator of interest and attraction. And the size of the pupil is easiest to determine in blue eyes. Blue-eyed people are considered attractive as potential mates because it is easiest to determine whether they are interested in us or not.
The irony is that none of the above is true any longer. Through face-lifts, wigs, liposuction, surgical breast augmentation, hair dye, and color contact lenses, any woman, regardless of age, can have many of the key features that define ideal female beauty. And men fall for them. Men can cognitively understand that many blond women with firm, large breasts are not actually 15 years old, but they still find them attractive because their evolved psychological mechanisms are fooled by modern inventions that did not exist in the ancestral environment.
Google Books: Why beautiful people have more daughters: from dating, shopping, and praying to going to war and becoming a billionaire--Two Evolutionary Psychologists Explain Why We Do What We Do By Alan S. Miller, Satoshi Kanazawa