Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
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Rules of Attraction: Females Perception of Male Self-Representation in a Dating App

  • Received : 2022.12.10
  • Accepted : 2023.01.11
  • Published : 2023.01.31
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Abstract

In the current study, we explore how women decide whether to accept or reject a potential match offered by a dating app (Tinder). Specifically, we were trying to identify overlying factors that influence the decision and understand how women make a judgment based on limited cues provided by a Tinder profile. Women largely base their decision on the perceived attractiveness and character of the potential match. The findings suggest that attractiveness is highly subjective, with no universal rules that can be quantified; thus, it is hard to predict acceptance of the potential match. There are however factors that contribute significantly to profile rejection, such as a big age difference and the inability to clearly see the face of the person.

Keywords

Acknowledgement

This research was funded by Korea National Research Foundation (NRF) (2021R1A2B5B01001391).

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