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Is Infidelity Contagious? Online Exposure to Norms of Adultery and Its Effect on Expressions of Desire for Current and Alternative Partners

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Abstract

Research exploring the determinants of infidelity has mainly focused on individual and relationship characteristics that render relationships vulnerable, paying less attention to the external circumstances that increase the likelihood of straying. The present research examined whether online exposure to norms of adultery would affect expressions of desire for alternative mates. In three studies, romantically involved participants were exposed to others’ cheating behavior and then thought of or encountered attractive strangers. Their relationship perceptions and reactions during these experiences (fantasmatic themes, expressed interest in alternative partners, and overt flirtation with them in Studies 1–3, respectively) were recorded. Results showed that following exposure to others’ cheating behavior, participants were less likely to devalue the attractiveness of alternative partners and to be committed to their relationship. These findings suggest that exposure to adultery norms decreases the awareness of long-term priorities of relationship maintenance, lessening the resistance to the temptation of attractive alternatives.

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Data Availability

The data and materials used in the research are available and can be obtained via email.

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Notes

  1. Excluding participants in their 40s and 50s did not change the pattern of findings in the relevant studies (Studies 1 and 2).

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Acknowledgements

We would like to thank Nataly Attiya, Ofek Srur, Eden Nahum, Amit Plotkin, Shir Levi, Danielle Herman, Shay Egozi, Alon Landa, Uri Bertocchi, Alma London, Inbar Rotenberg, Eden Saad, Ofer Mayer, Lital Kotter, Yarden Givon, Elior Evron, Dror Ben-Ami, Neta Shtayer, and Danna Meerovich for their assistance in conducting the research.

Funding

This research was supported by the Israel Science Foundation (Grant 1210/16).

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  1. Baruch Ivcher School of Psychology, Reichman University (IDC, Herzliya), P.O. Box 167, 46150, Herzliya, Israel

    Gurit E. Birnbaum, Kobi Zholtack & Shahar Ayal

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  1. Gurit E. Birnbaum
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Correspondence to Gurit E. Birnbaum.

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Birnbaum, G.E., Zholtack, K. & Ayal, S. Is Infidelity Contagious? Online Exposure to Norms of Adultery and Its Effect on Expressions of Desire for Current and Alternative Partners. Arch Sex Behav 51, 3919–3930 (2022). https://doi.org/10.1007/s10508-022-02392-7

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