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Online dating

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Online dating

  1. 1. NESSA NGUYEN California Lutheran University November 29, 2011 Communication TheoriesBritney (1:00) Gaga (4:22) Kesha (1:10)
  2. 2. ON TARGET Overview Online dating Evidence of popularity Attitudes toward online dating Deception in online dating Strategies in online dating Discussion
  3. 3. ON TARGET Growth of online dating services - Revenue quadrupled from 2001 to 2002, $72 - $302 million (comScore, Mulrine & Hsu, 2003) - $470 million in 2004 (OPA, Madden & Lenhart, 2006) - 45 million Americans visited an online dating site (comScore, Hamron, 2003) - Match.com’s study (2010): 1 in 5 singles have dated online, 1 in 5 couples met online
  4. 4. ON TARGET Niche markets of online dating Segmentation Websites Religion Jdate, Christian Mingle, Christian Singles Race Black Singles, Black People Meet, Black Planet Age Matchmaker vs. Nerve Personal, Plenty Of Fish, OkCupid, Zoosk Education The Right Stuff Interest Science Connection
  5. 5. ON TARGET Literature review RESEARCH ON ONLINE DATING
  6. 6. ON TARGET Madden & Lenhart (2006) Pew Internet & American Life Project SURVEY STATISTICS -Think it poses danger: - 61% of American adults know + Adults: two thirds someone who has dated online + Single & looking: two thirds + Online daters: 43% - Think it’s a good way to meet people + Adults: 44% + Single & looking: 61% + Online daters: 80% - Do not think it’s “desperate” + Adults: 61% + Single & looking: 80% + Online daters: 80%
  7. 7. ON TARGET Deception in online dating profiles - Compared to identity construction Facebook (nonymity) (Zhao, Grasmuck & Martin, 2008) + More honest & accountable + Project a more desirable self - Deception about age (Epstein, 2007) - Lies about physical appearances + Men: Increased distribution at 32, 36 (Hitsch, Hortacsu & Ariely, 2004) + Women: age spikes at 29, 35, 44 + Women lie more about weight: 6lbs, 18lbs, 20lbs discrepancies in their 20s, 30s, 40s + Men lie more about height + BMIs are lower than national averages (2-4 pts for women, 1 for men)
  8. 8. ON TARGET Strategies in online dating - Toma, Hancock & Ellison (2008): + Lies about weight & height were small in magnitude + Participants who were farther from the mean lied more + Strategically balanced deception with anticipated constraints - Uncertainty reduction techniques (Gibbs, Ellision & Lai, 2010) + Warranting: indirect, e.g. Googling, picking up on cues + Self-disclosure: to prompt reciprocal self-disclosure + Information-seeking strategies - Third-party confirmation/shared social network + Engage.com encourages family members/friends to join + Community approach (Epstein, 2007), word-of-mouth marketing
  9. 9. ON TARGET Discussion: Online dating - Stemmed from people’s - Facilitated by extensive use - More sophisticated services & needs for meeting of the Internet & computer- dollars in marketing suitable, long-term mediated communication partners - Future research: matching - Does not substitute long- techniques, screening users, term face-to-face interaction how to utilize services
  10. 10. ON TARGET Bibliography Epstein, R. (2007, January). The truth about online dating. Scientific American Mind, 3(20), 54-61. Hamron, A. (2003, June 29). Online dating sheds its stigma as losers.com. New York Times. Hitsch, G. J., Hortacsu, A., & Ariely, D. (2005, January). What makes you click: An empirical analysis of online dating. Gibbs, J. L., Ellison, N. B., & Lai, C. (2010). First comes love, then comes Google: an investigation of uncertainty reduction strategies and self-disclosure in online dating. Communication Research, 38(1), 70-100. doi: 10.1177/0093650210377091 Madden, M., & Lenhart, A. (2006). Online dating. Pew Internet & American Life Project, Match.com. (2010). Recent trends: Online dating. Retrieved from http://cp.match.com/cppp/media/CMB_Study.pdf Mulrine, A. & Hsu, C. (2003, September 29). Love.com. U.S. News & World Report, 135(10), 52-58. Toma, C. L., Hancock, J. T., & Ellison, N. B. (2008). Separating fact from fiction: An examination of deceptive self-presentation in online dating profiles. Personality and Social Psychology Bulletin, 34(8), 1023 - 1036. doi: 10.1177/0146167208318067 Zhao, S., Grasmuck, S. & Martin J. (2008, September). Identity construction on Facebook: Digital empowerment in anchored relationships. Computers in Human Behavior, 24(5), 1816- 1836.

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