This is really a broader issue (as below), but the immediate impetus for this is a new study that just came out.
Better sex life linked to division of housework : U.S. study
The reason this is remarkable is because I’ve seen many women commenting on these issues over the years, and the impression you would get is the exact opposite from this study. That a guy who helps with the dishes and laundry etc. would get his spouse/SO more in the mood and so on.
But I don’t think people are lying about what they want. I think what people want is very complex and sometimes people don’t realize why they are attracted to things, and they might want something on one level but be repelled by it on another and vice versa. In this case, the notion is that while women consciously like a guy helping them with their housework, they are also attracted to masculinity, and stereotypical “female” tasks are negatively associated with masculinity.
[It should be noted that the data this study used is 20 years old. The study co-author is quoted as saying she doesn’t think that much has changed in the interval, but you never know.]
This may also be part of the much-discussed phenomenon of women being attracted to Bad Boys and repelled by Nice Guys. While women consciously like nice guys better than bad boys, all else being equal, they may also at some level associate some of the traits that Bad Boys have with masculinity and conversely for Nice Guys.
Of course, this is not something unique to women. I can’t think of offhand examples involving men as regards to attraction to women specifically, but I’m sure the same applies to men as well. And not just sexual attraction either, there’s no doubt that this is a general human trait.
One outstanding example is the success of various marketing campaigns which focus on non-logical “image” messages. Very few people will consciously admit to themselves that they bought a given overpriced product because they think it will make them look cool, but the enduring success of these marketing campaigns leaves little doubt that quite a lot of people do just that. No doubt all these people think they’re buying the products because of such-and-such ostensible advantages it offers, but that’s just because they don’t understand themselves and their true desires well enough.
The upshot of all this is that it significantly limits the extent to which people’s purported desires can be treated as definitive, in studies and surveys or even political polling. The natural thing is to assume that if X% of people say they would prefer this and Y% say they would prefer that, that this settles things (at least at this time, and subject to quibbles about methodology). But the underlying truth is that people may think they prefer something that they actually don’t, on an emotional level, and their reaction to actually getting what they think they want might be quite different than they think it will be (even absent emerging facts)