Compares the expected fitness consequences of alternative decision-making strategies: a best-of-n strategy (whereby searching individuals choose the best mate from a sample of size n) and a strategy based on sequential sampling (whereby the searching individual establishes a critical mate quality and continues searching until encountering a mate at or above this quality). For the same distribution of potential mate qualities, the sequential-search strategy generates higher expected fitness gains. In the models presented here, the cost of mate search is included; earlier models neglected this important aspect of mate choice. The sequential-search model establishes a critical mate-acceptance level that equates the cost of sampling one additional potential mate and the expected fitness gain from one additional search. As the cost of search increases, the critical threshold decreases. The basic sequential-search model can be extended to include time discounting, finite time horizon, systematic search, learning, variable search costs, and mate responsiveness. In each extension, new critical thresholds for mate acceptability can be established. -from Author