There was no significant group of older women seeking younger men for long-term relationships - the so-called cougar or toy boy effect - found during the analysis of 22,400 profiles from dating websites.
Dr Michael Dunn, from the Department of Psychology at the University of Wales Institute, Cardiff, said single women were almost universally found to be looking for men around their own age or older.
"Yes I do believe the cougar phenomenon is a myth and, yes, (it is) a media construct," Dr Dunn told AAP in an email on Wednesday.
"Who benefits from this perpetuated myth? ... this is mostly speculative but a clear beneficiary would be the 'cougar' or 'toy-boy' dating agencies themselves."
I beg to differ with this study.. when I was a single bloke, I noticed and saw most women my age and younger much more attracted to younger men..
just as I was attracted to younger women...maybe it's because of my own maturity :) and still think Im a lot younger than I really am..
when I look at my wife who is 17 years younger, I sometimes forget that I am older until I look at this large silver beard of mine in the mirror!
They call older ladies "cougars" and I just found out that they call attractive older males "silver foxes" ..
Generally, one that has gray hair and is often desired by younger women.
That Sean Connery may be old, but he sure is one silver fox!!
(from Urban dictionary)