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In particular, between\u2010sex divergence in the intensity of intrasexual competition could account for robust cross\u2010cultural sex differences in psychology and behavior (e.g., personality, psychiatric disorders, social behavior, violence). Several other factors (including individual differences, relationship type and environment) affect\u2014in an evolutionarily consistent manner\u2014variation in mating strategy that individuals pursue (as one example, awareness of one's own attractiveness impinges on mating standards). Here we provide an overview of relevant theoretical frameworks and empirical evidence on variation in mating strategies. Given its multifaceted nature and intense research interest over several decades, this is a challenging task, and we highlight areas where further investigation is warranted in order to achieve a clearer picture and resolve apparent inconsistencies. However, we suggest that addressing outstanding questions using a variety of different methodological approaches, a deeper understanding of the cognitive representations involved in mating strategies is within reach.<jats:italic>WIREs Cogn Sci<\/jats:italic>2018, 9:e1456. doi: 10.1002\/wcs.1456<\/jats:p><jats:p>This article is categorized under:<jats:list list-type=\"explicit-label\"><jats:list-item><jats:p>Cognitive Biology &gt; Evolutionary Roots of Cognition<\/jats:p><\/jats:list-item><jats:list-item><jats:p>Neuroscience &gt; Behavior<\/jats:p><\/jats:list-item><jats:list-item><jats:p>Neuroscience &gt; Cognition<\/jats:p><\/jats:list-item><\/jats:list><\/jats:p>","DOI":"10.1002\/wcs.1456","type":"journal-article","created":{"date-parts":[[2017,9,14]],"date-time":"2017-09-14T09:24:53Z","timestamp":1505381093000},"source":"Crossref","is-referenced-by-count":12,"title":["Human mating strategies: from past causes to present consequences"],"prefix":"10.1002","volume":"9","author":[{"given":"Daniele","family":"Marzoli","sequence":"first","affiliation":[{"name":"Department of Psychological Sciences, Health and Territory University of Chieti Chieti Italy"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jan","family":"Havl\u00ed\u010dek","sequence":"additional","affiliation":[{"name":"Department of Zoology Charles University Prague Czech Republic"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"S. 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