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Why do We Flirt? Flirting Motivations and Sex Differences in Working and Social Contexts

Northern Illinois University, tm0dxh1{at}wpo.cso.niu.edu

Mary Braz

West Chester University

Elaine Davies

University of Missouri

Employing worker and student samples, motivations to engage in flirtatious communication are explored. Six flirting motivations, derived from Henningsen, are considered. Differences across samples are considered using cognitive valence theory as a framework. In addition to differences across worker and student samples, sex differences are also examined. Measures tapping six different flirting motivations (i.e., sexual, relational, exploring, esteem, instrumental, and fun) are utilized. Overall, and consistent with cognitive valence theory, the worker sample is less likely to view flirting as motivated by sexual or relational motivations than is the student sample. Additionally, sex differences emerge for sex and exploration motivations, with men reporting greater levels of each than women.

Key Words: courtship • flirting • quasi-courtship • sex differences • socio-sexual communication • workplace behavior

Journal of Business Communication, Vol. 45, No. 4, 483-502 (2008)
DOI: 10.1177/0021943608319390


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