Being a Chad may not have a lot to do with looks, but with feeling like a winner

https://www.sciencedaily.com/releases/2018/08/180808193647.htm

Notable quotes:

"The latest study, led by biological anthropologists from the University of Cambridge and published today in the journal Human Nature, reveals that just being convinced you have won, or indeed lost, is enough to cause male hormonal fluctuations that can influence sexual behaviour."

"The body attempts to take advantage of this apparent status improvement by inducing chemical and consequently behavioural changes that promote a "short-term" approach to reproductive success, say the researchers. Namely, more sex with new and different partners."

"A common trade-off for males both across and within species is between mating strategies. One reproductive approach is short-term, investing time and energy in attracting and pursuing many mates, and fighting off competition. Another approach is long-term, investing energy in raising offspring with a single mate."

"Longman points out that in many animal populations, male social hierarchies correspond with reproductive success, and social status is determined by competition between males."

"However, the men who felt like winners had a 'self-perceived mate value' that was 6.53% higher, on average, than their rivals, and were 11.29% more likely to approach attractive women in an effort to instigate sexual relations."