I believe that a man is not complete without a woman to love – and that a woman is not complete without a man to love.

This is a measure that is over-indexed in both the very young and the very old; and average across most other age bands. This is a traditional measure. Many of its espousers will believe this is the natural order of things, and anything other than this is close to immoral. Words like sin, insult and shame rise to the surface when discussing this values set.

The traditional family is deeply rooted in this life orientation. Staying together for the sake of the children is an attitude that will drive relationships between husband and wife. This may be in the form of preventing discussions of separation in times of discord, or lead to them staying together after acknowledging discord and examining options.

Espousers of Hetero Love are more likely than the rest of the population to support strict sanctions for behaviours that transgress rules. They feel that punishment should be given to criminals to make them ‘learn their lesson’. In order to prevent their children from breaking the rules and being non-conformist they believe that strict discipline is in the child’s best interest.

Their personal drive for safety and security runs through all facets of their life, from their attitude to their children to their personal relationships (including marriage), their attitudes to others’ behaviours and to non-conformist behaviour. This is important to remember as reactions to non-conformist behaviours can range from purse-mouthed disapproval to deep feelings of disgust and repulsion. This extreme reaction is beyond ‘disagreement’; it is an affront to deeply-held values. The transgression of the values is at the level of morality – the right way of doing things – and in effect dehumanises the transgressor. A typical response to non-conforming behaviour is “If they want to do those sorts of things they don’t deserve my sympathy.”

Views like this provide a bulwark against the values of others who have a more liberal, and accommodating, point of view. Hetero Love espousers believe that if their version of romantic, traditional love and strict family boundaries for their children is broken, then non-conformity and criminality will result. If they ‘spare the rod and spoil the child’ their children may become criminals, not respecting the rules – and criminals can only be rehabilitated through punishment for their crimes.

They are confident in their attitudes towards most circumstances in life. They are unlikely to be swayed in their approach to life by the opinions of others about their beliefs. They may have disagreements with others, some of which are resolved and others remain, but they are most likely to feel that most things turn out the way they want them to.

The upside of all this confronting and conforming is that they score significantly above average on enjoying sex. Sex is important to them and definitely more of a pleasure than a pain. Perhaps this is surprising to non-espousers?

Norman Mailer, the famed American writer, had a notable public debate with Germaine Greer back in the 60s when he argued that he wanted his sex to have an element of sin in it and didn’t agree with the free love, no guilt, openness to sexual behaviour exploding at the time - which was supported by Greer. Perhaps the Hetero Love espouser is more like Norman Mailer than Germaine Greer?


Using Hetero Love

Demographic Skews:

1) Over-indexed: Male15-17 and over 65, mid-market

2) Under-indexed: Female, 45-54

Hetero Love espousers also espouse other Attributes. The top five most highly correlated Attributes of Hetero Love espousers are, in order of the strength of relationship:

1) Traditional Family
2) Sexual
3) Confident
4) Discipline
5) Propriety

In total those who espouse Hetero Love also over-index significantly on 37 other Attributes.

If "Hetero Love" (or the associated attributes) are important to you and you would like to delve more deeply, contact us at mail@cultdyn.co.uk