INTERNET DATING SCIENCE - Aug 23 - Internet Dating Science, a new service by Courtland Brooks, summarizes the best academic papers so you can improve your idating site, and help users make better connections.
Study: The Attraction-Similarity Model and Dating Couples: Projection, Perceived Similarity, and Psychological Benefits
Authors: Marian M. Morry, Mie Kito and Lindsey Ortiz; all of University of Manitoba
Are we really attracted to people who are similar to us? Or do we, instead, find similarities with those to whom we are attracted? The authors of this article report on three studies. Their theory states that attraction leads to finding and, sometimes inventing, a sense of similarity between two dating people. Taken together, these studies demonstrate that psychological benefits are related to the perception of similarity between two people who are dating.
Dr Brenner: Based on this information, you should:
1. Not over estimate the appeal of matching systems that predominantly emphasize similarity as this will likely be insufficient in creating a connection between prospective dating couples.
2. Watch for member fatigue or burnout on marketing or matching or communication systems that emphasize similarity. Repeated experience with feeling as though your system is miscalibrated and untrustworthy is likely if they are not attracted to the people who your system says is similar to them.
3. Consider that attraction is a key element in how much your members will feel an affinity for other members on your site, which in turn leads to more member retention and less member churn.
4. Be mindful that understanding what your members' find attractive is an element of helping them to find a dating connection and satisfaction with your site.