In a large-scale experiment conducted through a major North American online dating website, a team of management scholars from Canada, the U. and Taiwan examined the impact of a premium feature: anonymous browsing.
Out of 100,000 randomly selected new users, 50,000 were given free access to the feature for a month, enabling them to view profiles of other users without leaving telltale digital traces.
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If you’re playing things close to the vest, there’s no concrete proof that you’re interested unless you actually ask this person out—heart-shaped notebook doodles aside.
In the end, your match fizzles if you just can’t bring yourself to translate desire and compatibility by actually popping the question.
Instead, you ask your friends, or theirs, for further insight or help setting up a date.Big data and the growing popularity of online dating sites may be reshaping a fundamental human activity: finding a mate, or at least a date.Yet a new study in Management Science finds that certain longstanding social norms persist, even online.Maybe it wanted to remain anonymous…) In fact, the dating site in question believed that anonymous browsing—that is, if you look at someone’s profile, they can’t see that you’ve done so, and there’s no potential embarrassment for you in checking out other profiles—would lower users’ inhibitions and lead to actual dates.To study this theory’s efficacy, the site granted micro-level access to user data—who viewed whom, and when—to Bapna, Umyarov and their fellow researchers.