A New York State University team quizzed over 1,000 students, finding women place a big emphasis on kissing.
They use kissing as a way of assessing the recipient as a potential partner, and later to maintain intimacy and to check the status of a relationship.
But men placed less importance on it, using it to increase the likelihood of sex, Evolutionary Psychology reported.
The questionnaires revealed men were less discriminating when it came to deciding who to kiss or who to have sex with.
In related kissing news: Study finds chocolate more stimulating than kissing.