Just as a peacock reveals its spectacular plumage when it spots a female, men are more likely to show off by doing good deeds if they are in the company of attractive members of the opposite sex.
A study showed that men actively compete to outdo each other with generous acts when being watched by attractive women, and not when observed by other men.
But the same does not apply to women, whose selflessness remains the same whether in the company of men or other women, psychologists from Oxford and Sheffield Hallam universities found.
Researchers recruited 65 men and 65 women with an average age of 21, and observed them as they played a co-operation game where individuals could donate money to a shared group fund.
Donating money was a selfless act because players knew others would benefit, while they could not guarantee receiving the same return from others.
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