New research sheds light on how societal norms and expectations related to gender roles influence individuals’ sexual behaviors within intimate partnerships. The findings, published in the Journal of Sex & Marital Therapy, reveals that adherence to traditional gender roles is associated with a decrease in sexual desire but an increase in the frequency of sexual activities. This counterintuitive finding suggests that societal norms and expectations about gender may play a significant role in shaping our intimate lives. Research has progressively recognized the dyadic nature of sexual desire, ac…