According to this study, three important things were observed:
1). Sex ratios affect expectations of women: when women were presented with population estimates that showed a higher ratio of men, they expected men to go further in their courting endeavors (aka Spend the Moo-la!).
2). Population data supports this finding: Communities with higher numbers of single men showed increased debt and credit card ownership.
3). The research implications on marketing: Advertisers should focus on whether a women is surrounded by a group of men, and not rely solely on the image of a beautiful woman to sell a product.
So the key to pampering, ladies? Find a city with a higher male to female population! This would seem like a no-brainer, but now we know that it is backed by scientific research! It would seem to me that there is still a lot sexual selection going on in our species, and just how far a guy will go to get your attention depends on the number of available mates! A maddening idea? No, just simple biology principles at work!
Actual Research Paper:
Vladas Griskevicius, Joshua M. Tybur, Joshua M. Ackerman, Andrew W. Delton, Theresa E. Robertson, Andrew E. White. The financial consequences of too many men: Sex ratio effects on saving, borrowing, and spending.. Journal of Personality and Social Psychology, 2012; 102 (1):