On the other hand, men never had adverse consequences of making a wrong choice. The more children they produced, the higher was their chance to pass their genes to future generations, as some of them would certainly survive. While men were determined to seek better genes too, they had to grab all chances to procreate coming their way to ensure their genes would be passed forward. The men that ONLY stuck with one woman (even a high quality woman) were losing genetically to the men that used all of their opportunities and had many more children that survived. Those children were carrying their father's promiscuous genes, and this is why those male genes were passed to us.
Conscious thoughts about a romantic partner activate brain regions related to reward and motivation. Ortigue et al. investigated whether unconscious priming by a partner's name could also affect motivation. They found that priming by either a beloved or a favorite hobby improved reaction times in identifying whether a string of letters was a word or not compared against priming by a neutral friend. The authors suggest this effect happens because a beloved's name "may call for a goal-directed state" and produce "dopaminergic-driven facilitation effects."