Animals, including human beings, tend to respond more strongly to stimuli that are associated with the highest relative rewards. This applies not only to food rewards but also to reproductive success. In the present review article this issue is discussed for insects in connection with intersexual communication and flower-visiting behaviour. Implications of the preference for supernormal visual releasing stimuli are examined from a sensory and evolutionary perspective, including a consideration of the choice of potential mates and recognition of the most rewarding flowers., Karl Kral., and Obsahuje bibliografii