Our current understanding of the operation of sexual selection is predicate
d on a sex difference in parental investment, which favours one sex becomin
g limiting and choosy over mates, the other competitive and nonchoosy. This
difference is reflected in the operational sex ratio (OSR), the ratio of s
exually receptive males to females, considered to be of fundamental importa
nce in predicting the direction of sexual selection. Difficulties in measur
ing OSR directly have led to the use of the potential reproductive rates (P
RR) as a measure of the level of investment in offspring of males and femal
es. Several recent studies have emphasized that other factors, such as vari
ation in mate quality and sex differences in mortality patterns, also influ
ence the direction of sexual selection. However, as yet there has been no a
ttempt to form a comprehensive theory of sex roles. Here ne show that neith
er OSR nor PRR is the most fundamentally important determinant of sex roles
, and that they are not interchangeable. Instead, the cost of a single bree
ding attempt has a strong direct effect on competition and choosiness as we
ll as consistent relationships to both OSR and PRR. Our life history based
approach to mate choice also yields simple, testable predictions on lack of
choice in either sex and on mutual mate choice.