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I think this tendency, although probably reinforced by society, has a primal origin. Because it is basically just an extension of sensible mating behaviour for the respective gender.
For men mating is low risk. If they mate with a sub par mate not much harm is done, because they can just continue mating. For women on the other hand it is very important to choose a high quality mate.  Because the associated cost (pregnancy, childcare, etc)  of successfully mating is much higher.
Reposted frompotatoe potatoe

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