Online Dating Services Offer Access

Online dating services offer access to millions of potential mating partners. However, the question of what makes a potential prospect or dating service valuable is not a straightforward question. Many theories have been devised to explain why partners pick one person over another. Two of the models of purchasing behavior that may help answer this question are memes theory (Model 1) and Temperament theory (Model 2). This paper will discuss these two theories and how they may help us understand selection behavior in the users of online dating services.

Summary of observations/research, analysis using model

The basis of memes theory, not surprisingly, is the "meme," which is defined as a unit of cultural heredity. Just as genes are passed down biologically from generation to generation through reproduction, memes are transferred to other people within a society through communication. Also like genes, memes have the ability to "mutate" by way of human creativity. Thus, memes often change over time as attitudes shift and new possibilities present themselves.

According to the memes theory, memes often make a distinction or boundary between two concepts, explain a cause and effect relationship, or suggest certain attitudes or associations. Therefore, clothing is a meme because it appears to establish a distinction between people who have style and money and those who do not. This particular meme is inescapable because it is communicated through all forms of media including magazines, newspapers, movies, billboards, and television. This message, although not usually communicated explicitly for fear of political incorrectness, has an enormous effect on how people wish to be seen and, therefore, affects the types of online dating partners that they are receptive to.

Memes are typically evaluated according to how good (i.e., helpful), successful (i.e., popular), and true (i.e., testable) they are. The meme that says that a doctor or lawyer is an ideal dating partner is extremely successful, but is not always good or true. Specifically, the meme is successful because it is repeated over and over in the media, which reaches millions of people. Therefore, online dating services' competive advantage are based on how selectively they weed out dating partners who do not fit the criterior of success (for example, wealth, occupation, celebrity).

This is not necessarily good, however, because most people cannot afford the personalized matchmaker services with a more exclusive clientele.. Checking references, income, and criminal background and screening partners for compatibility is time-consuming and adds expense to the process. Most people go to online dating sites, such as Match.com which are primarily databases of potential prospects. Normally, the clients themselves fill in the descriptions of themselves, invariably describing themselves as successful and desirable.

However, most people choose to submit to the meme on a less extreme level by describing themselves in terms of the meme for a desirable dating partner, for example, sucessful, good-looking, and so on. Because all potential prospectis describing themselves in terms of the meme, the meme is actually an illusion. Success appears to be linked to dating desirability but, in fact, anybody who is compelled to submit to the meme will describe themselves as succcessful. In online dating, the burden of investigation of and validation of potential partners' claims are on the dater. Specifically, this theory explains that people will choose to lie about themselves on online dating sites because they are overwhelmed by powerful societal messages about what constitutes desirable mating partners. These messages will tend to make them avoid admitting to potential dating partners that they may be only middle-class in income or may have financial problems because doing so would contradict the meme. The meme itself is so powerful that it will drive people to misrpresent themselves so they can continue to propagate the meme throughout society. People are often more than happy to spread the memes they follow because they feel as if they are setting the standards for society.

Analysis using model 2, comparison

Another model that can be used to analyze this phenomenon is temperament theory. According to this theory, there are four types of temperaments ("Guardian," "Artisan," "Idealist," and "Rational") that describe the needs, values, talents, and behaviors of most people. For example, "Guardians" have a strong need for membership or belonging and value conformity. They are also skilled in rule making and are usually economical people. "Artisans," on the other hand, need the freedom to act on their impulses and value variety in their lives. They are skilled in adapting to new situations and tend to engage in risky, impulsive behaviors. "Idealists" need a unique identity to be fulfilled and, therefore, value authenticity. They are often skilled in interpretation and tend to be impressionistic. Finally, "Rationals" need mastery and self-control to be satisfied and value logical consistency. They are skilled in analyzing situations but they are often oblivious to the world around them.

These characteristics can be used to model how people with certain temperaments will respond to potential online dating prospects.. For instance, Guardians would most likely use online dating services because others in their peer group are doing it.

However, Guardians are typically economical people, so they would most likely strike a balance between conforming and saving money by going to a less expensive online dating sites. Therefore, having a Guardian temperament explains why certain people will want to date wealthy sucessful people, even though, in reality, they will date people who are from the same background and share the same communal values as themselves.

We can also look at this situation from an Artisan's point-of-view. Artisans tend to be impulsive; hence, instead of aspiring to date wealthy and successful or compatible people, they will fall in love at first site. Artists will be using online dating services because they are looking for Mr. Right, that special someone that they can not find through in-person dating. Artisans have problems with online because, being impulsive, they neglect to use normal security precaution, such as verifying the person's address, income, education, work experience, martial status, and so on.

Idealists, on the other hand, would not participate in online dating simply because everybody else thinks it is important to do so. In fact, Idealists would probably only engage in online dating if it will enable them to find mates sharing the same ideals. For example, a pacifist Idealist would not likely to date a munitions manufacturer because munitions manufacturing would be against their ideals.

However, Idealists would be more willing to place their dating choices based on the political and social viewpoints of the potential dating partners.

Because Idealists value morals and authenticity, they would likely only date a wealthy dating partner only if the partner had personal meaning to them. Otherwise, they would be happier dating people who share the same ideals..

Like Idealists, Rationals would be less likely to adhere to the societal norm that prospective partners have to be successful.

Because this phenomenon is created and propagated by societal messages of how people should present themselves, Rationals avoid the pressure to date the conventionally defined ideal of a dating partner by simply not being receptive to the conventionally defined ideas of male and female desirability.