Regardless of a subject's own level of physical appearance, it has been found that both male and female subjects tend to prefer and choose the most physically attractive dating partner from those available (Agoglia, 1969; Walster, Aronson, Abrahams, and Rottmann, 1966). This finding fails to confirm the plausible alternative hypothesis . that subjects would choose a dating partner of about equal physical attractiveness. Why does an individual, regardless of his own physical appearance, tend to choose the most nhysically attractive alternative presented to him (her) for a dating partner?