Abstract: Mate-choice copying has recently been demonstrated in several species. Two, not mutually exclusive, explanations for copying have been proposed: it reduces sampling costs and/or error of mate choice. In guppies, Poecilia reticulata, and black grouse, Tetrao tetrix, young females seem most likely to copy. Therefore, copying may teach inexperienced females what attractive males look like. I developed a 2-year dynamic model, to investigate under which conditions a mate-copying strategy might first evolve. An original population of pure choosers was assumed, which was invaded by a mutant female, able to copy during her first mating season, thereby instantly improving her ability to assess male quality. Alternatively, she could either wait and learn by observing males, just as non-copiers may do, but incurring some time costs, or choose, relying on her own abilities. The degree to which copying occurred among these mutant, young, inexperienced females increased with an increasing proportion of old, experienced females in the population, and with decreasing time left until the end of the season. The model demonstrates that mate-choice copying may evolve, when young females are poor at discrimination and need to learn what high-quality males look like. Male quality proved to be unimportant for copying to evolve, as long as there are sufficient differences in quality for mate choice to be meaningful. As with previous models, time constraints are an important assumption for copying to be advantageous over non-copying. Copyright 1998 The Association for the Study of Animal Behaviour. Copyright 1998 The Association for the Study of Animal Behaviour.