Although the "cougar" trend, in which older women date much younger men, is often portrayed in the media as a widespread and established facet of modern Western culture, at least one academic study has found the concept to be a "myth". A British psychological study published in Evolution and Human Behavior in 2010 concluded that men and women, in general, continued to follow traditional gender roles when searching for mates.[26] The study found that, as supported by other academic studies, most men preferred younger, "attractive" women, while most women, of any age, preferred successful, established men their age or older. The study found very few instances of older women pursuing much younger men and vice versa.[27] The study has been criticized, however, for limiting their results to online dating profiles, which are traditionally not used by those seeking older or younger partners, and for excluding the United States from the study.[28][29][30]