If we look at society historically men have been "in charge" of most tribes and nations. Men who are respected and admired by (other men) are usually admired by women as well. However most people look for mentors they can identify with whether it be by sex, age, race, economic background, or faith. From a relationship point of few it depends on who the woman is and who the man is.
From a marketing point of view it would appear that women put a lot more effort into attracting a man/husband then men do in attracting woman/wife. There are tons of cosmetic proceedures, magazines, books/workshops raking in billions of dollars offering advice to women as to "How to find and keep a good man". How to preapre the "engagement chicken" dinner, creams & lotions claiming to make one look 10 years younger, shoes that claim to shape your butt. Most of the diet books and informercials are geared towards women as if there were no fat men. However as I mentioned in a previous hub about this subject there is no "hidden agenda". These companies are in business to make money! If this stuff didn't sell they would not make it. A man on the other hand is more likely to purchase a "How to get rich" book rather than a "How to improve my relationship" book.
The person who jumps through the most hoops to attract another is the one being influenced. Men tend to believe "If I'm rich I can have any woman I want" and a lot of women believe "If I'm HOT I can have any man I want". "Bait is bait" I suppose.