Skip to main content
SpringerLink
Log in

Who Is in Your Shopping Cart? Expected and Experienced Effects of Choice Abundance in the Online Dating Context

  • Chapter
  • First Online:
Evolutionary Psychology and Information Systems Research

Part of the book series: Integrated Series in Information Systems ((ISIS,volume 24))

Abstract

The advent of the Internet has led to a sizeable increase in the number of options from which humans can choose, in such evolutionarily important domains as housing, food and mates . The level of choice and the amount of information seen on the Internet are well beyond that which would have been found in our ancestral choice environment ; so how does it impact our decisions? We describe the results of two experiments in which we examine the influence of increasing online mate choice on expected and experienced choice-related affect and cognitions. In Study 1, participants merely expecting an increasing choice of mates believed they would enjoy choosing more from these sets and would have greater satisfaction and less regret with their chosen partner (vs. when they expected to face limited choice), but only up to a point. On the other hand, participants in Study 2 who experienced a supposedly ideal number of potential mates from whom to choose did not have enhanced feelings about the choice process and person selected than did participants experiencing a more limited number of options. Furthermore, the results indicated that having more choice may lead to memory confusion . Together, these studies suggest that while participants anticipate that increasing choice may ultimately yield more downsides than upsides, they underestimate how quickly increasing choice can become overwhelming. We propose that these results may be understood best within the context of an evolutionary–cognitive framework . The chapter concludes by discussing why the error in anticipation may be difficult to overcome and, further, how the design of dating Web sites could be improved, given people’s expectations.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 169.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 219.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 219.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Notes

  1. 1.

    As determined by individual t-tests, not included here; details available upon request.

References

  • Bargh JA, McKenna KYA (2004) The internet and social life. Annu Rev Psychol 55:573–590

    Article  Google Scholar 

  • Bradbury JW (1981) The evolution of leks. In: Alexander RD, Tinkle D (eds) Natural selection and social behavior. Chiron Press, New York, pp 138–169

    Google Scholar 

  • Brym R, Lenton R (2004) Love at first byte: internet dating in Canada. In: Brym R (ed) Society in question: sociological readings for the 21st century, 4th edn. Nelson, Toronto

    Google Scholar 

  • Buss DM (1989) Sex differences in human mate preferences: evolutionary hypotheses tested in 37 cultures. Behav Brain Sci 12(1):1–49

    Article  Google Scholar 

  • Buss DM, Barnes ML (1986) Preferences in human mate selection. J Pers Soc Psychol 50(3):559–570

    Article  Google Scholar 

  • Buss DM, Schmitt DP (1993) Sexual strategies theory: an evolutionary perspective on human mating. Psychol Rev 100(2):204–232

    Article  Google Scholar 

  • Buston PM, Emlen ST (2003) Cognitive processes underlying human mate choice: the relationship between self-perception and mate preference in Western society. Proc Natl Acad Sci USA 100(15):8805–8810

    Article  Google Scholar 

  • Chernev A (2003) Product assortment and individual decision processes. J Pers Soc Psychol 85(1):151–162

    Article  Google Scholar 

  • Dhar R (1997) Consumer preference for a no-choice option. J Consum Res 24(2):215–231

    Article  Google Scholar 

  • DiClemente DF, Hantula DA (2003) Optimal foraging online: increasing sensitivity to delay. Psychol Market 20(9):785–809

    Article  Google Scholar 

  • Dunbar RIM (1992) Neocortex size as a constraint on group size in primates. J Hum Evol 22(6):469–493

    Article  Google Scholar 

  • Eaton SB, Konner M, Shostak M (1988) Stone agers in the fast lane: chronic degenerative diseases in evolutionary perspective. Am J Med 84(4):739–749

    Article  Google Scholar 

  • Edwards W, Fasolo B (2001) Decision technology. Annu Rev Psychol 52:581–606

    Article  Google Scholar 

  • Fasolo B, McClelland GH, Todd PM (2007) Escaping the tyranny of choice: when fewer attributes make choice easier. Market Theory 7(1):13–26

    Article  Google Scholar 

  • Fiore AT, Donath JS (2005) Homophily in online dating: when do you like someone like yourself? Paper presented at the 2005 computer–human interaction conference, Portland, Oregon. http://www.ischool.berkeley.edu/~atf/papers/fiore_chi2005_short.pdf. Retrieved 28 May 2007

  • Gerhardt HC (1987) Evolutionary and neurobiological implications of selective phonotaxis in the green treefrog, Hyla cinerea. Anim Behav 35(5):1479–1489

    Article  Google Scholar 

  • Gerhardt HC, Klump GM (1988) Masking of acoustic signals by the chorus background noise in the green tree frog: a limitation on mate choice. Anim Behav 36(4):1247–1249

    Article  Google Scholar 

  • Gilbert DT, Wilson TD (2000) Miswanting: some problems in the forecasting of future affective states. In: Forgas J (ed) Thinking and feeling: the role of affect in social cognition. Cambridge University Press, Cambridge

    Google Scholar 

  • Grinde B (2002) Darwinian unhappiness: evolution as a guide for living and understanding human behavior. Darwin Press, Princeton

    Google Scholar 

  • Halford G, Baker R, McCredden JE, Bain JD (2005) How many variables can humans process? Psychol Sci 16(1):70–76

    Article  Google Scholar 

  • Hahn M, Lawson R, Young G (1992) The effects of time pressure and information load on decision quality. Psychol Market 9(5):365–379

    Article  Google Scholar 

  • Haixia P (2005 Oct. 24) 5,000 turn up at ‘meet and mate’ mega event. ChinaDaily.com. Retrieved 11 January 2006

    Google Scholar 

  • Hutchinson JMC (2005) Is more choice always desirable? Evidence and arguments from leks, food selection, and environmental enrichment. Biol Rev 80(1):73–92

    Article  Google Scholar 

  • Iyengar SS, Lepper MR (2000) When choice is demotivating: can one desire too much of a good thing? J Pers Soc Psychol 79(6):995–1006

    Article  Google Scholar 

  • Jacoby J, Speller DE, Kohn CA (1974) Brand choice behavior as a function of information overload. J Market Res 11(1):63–69

    Article  Google Scholar 

  • Johnstone RA, Earn DJD (1999) Imperfect female choice and male mating skew on leks of different sizes. Behav Ecol Sociobiol 45(3–4):277–281

    Article  Google Scholar 

  • Kahn BE, Wansink B (2004) The influence of assortment structure on perceived variety and consumption quantities. J Consum Res 30(4):519–533

    Article  Google Scholar 

  • Kahneman D (1994) New challenges to the rationality assumption. J Inst Theor Econ 150(1):18–36

    Google Scholar 

  • Klaaren KJ, Hodges SD, Wilson TD (1994) The role of affective expectations in subjective experience and decision-making. Soc Cogn 12(2):77–101

    Article  Google Scholar 

  • Kock N (2005) Media richness or media naturalness: the evolution of our biological communication apparatus and its influence on our behavior toward e-communication tools. IEEE Trans Prof Commun 48(2):117–130

    Article  Google Scholar 

  • Kokko H, Sutherland WJ, Lindström J, Reynolds JD, Mackenzie A (1998) Individual mating success, lek stability, and the neglected limitations of statistical power. Anim Behav 56(3):755–762

    Article  Google Scholar 

  • Langer EJ, Rodin J (1976) The effects of choice and enhanced personal responsibility for the aged: a field experiment in an institutional setting. J Pers Soc Psychol 34(2):191–198

    Article  Google Scholar 

  • Lenton AP, Bryan A, Hastie R, Fischer O (2007) We want the same thing: projection in judgments of sexual intent. Pers Soc Psychol Bull 33(7):975–988

    Article  Google Scholar 

  • Lenton AP, Fasolo B, Todd PM (2009) The relationship between number of potential mates and mating skew in humans. Anim Behav 77(1):55–60

    Article  Google Scholar 

  • Lenton AP, Stewart A (2008) Changing her ways: number of options and mate standard strength impact mate choice strategy and satisfaction. Judgm Decis Mak 3(7):501–511

    Google Scholar 

  • Manasian D (2003) Digital dilemmas: a survey of the Internet society. Economist 25:1–26

    Google Scholar 

  • Match.com (2004) Match.com Corporate. From Web site: http://corp.match.com/index/cs_index.aspx. Retrieved 20 September 2004

  • Miller GF (1997) Mate choice: from sexual cues to cognitive adaptations. In: Cardew G (ed) Characterizing human psychological adaptations, Ciba Foundation symposium 208. John Wiley, New York, pp 71–87

    Google Scholar 

  • Miller GF, Todd PM (1998) Mate choice turns cognitive. Trends Cogn Sci 2(5):190–198

    Article  Google Scholar 

  • Nesse RM, Williams GC (1994) Evolution and healing: the new science of Darwinian medicine. Phoenix, London

    Google Scholar 

  • Penke L, Todd PM, Lenton AP, Fasolo B (2007) How self-assessments can guide human mating decisions. In: Geher G, Miller G (eds) Mating intelligence: sex, relationships, and the mind’s reproductive system. Lawrence Erlbaum, New York, pp. 37–76

    Google Scholar 

  • Peplau LA (2003) Human sexuality: how do men and women differ? Curr Dir Psychol Res 12(2):37–40

    Article  Google Scholar 

  • Pirolli P, Card S (1999) Information foraging. Psychol Rev 106(4):643–675

    Article  Google Scholar 

  • Saad G (2007) The evolutionary bases of consumption. Lawrence Erlbaum, Mahwah

    Google Scholar 

  • Saad G, Gill T (2000) Applications of evolutionary psychology in marketing. Psychol Market 17(12):1005–1034

    Article  Google Scholar 

  • Scheibehenne B, Greifeneder R, Todd PM (2009) What moderates the too-much-choice effect? Psychol Market 26(3):229–253

    Article  Google Scholar 

  • Schwartz B (2004) The paradox of choice: why more is less. Harper-Collins, New York

    Google Scholar 

  • Schwartz B, Ward A, Monterosso J, Lyubomirsky S, White K, Lehman D (2002) Maximizing versus satisficing: happiness is a matter of choice. J Pers Soc Psychol 83(5):1178–1197

    Article  Google Scholar 

  • Shah AM, Wolford G (2007) Buying behavior as a function of parametric variation of number of choices. Psychol Sci 18(5):369–370

    Article  Google Scholar 

  • Simon HA (1955) A behavioral model of rational choice. Q J Econ 69(1):99–118

    Article  Google Scholar 

  • Speeddater.co.uk (n.d.) Frequently asked questions. From Web site: http://speeddater.co.uk/faq/viewfaq.cfm?ID=4. Retrieved 20 September 2004

  • Speedmatching.com (2004) Online speedmatching. From Web site: http://online.speedmatching.com/. Retrieved 20 September 2004

  • Stenstrom E, Stenstrom P, Saad G, Cheikhrouhou S (2007) Online hunting and gathering: an evolutionary perspective on sex differences in website preferences and navigation. IEEE Trans Prof Commun Darwinian Perspect Commun 51(2):155–168 (special issue)

    Article  Google Scholar 

  • Tooby J, Cosmides L (1992) The psychological foundations of culture. In: Barkow J, Cosmides L, Tooby J (eds) The adapted mind: evolutionary psychology and the generation of culture. Oxford University Press, New York

    Google Scholar 

  • US Census Bureau (2002) Survey of income and program participation. From Web site: http://www.census.gov/population/socdemo/marital-hist/p70-80/tab01.pdf. Retrieved 2 September 2004

  • Whitty M, Gavin J (2001) Age/sex/location: uncovering the social cues in the development of online relationships. Cyberpsychol Behav 4(5):623–630

    Article  Google Scholar 

  • Zahedi FM, Van Pelt WJ, Song J (2001) A conceptual framework for international web design. IEEE Trans Prof Commun 44(2):83–103

    Article  Google Scholar 

  • Zuckerman M, Porac J, Lathin D, Smith R, Deci EL (1978) On the importance of self-determination for intrinsically motivated behavior. Pers Soc Psychol Bull 4(3):443–446

    Article  Google Scholar 

Download references

Acknowledgments

This chapter is a revised version of an article by the authors published in 2008 in the journal IEEE Transactions on Professional Communication. The authors would like to thank their research assistants for help with data collection (Thea Loch, St John Haw, Albina Shayevich, Martin Bruder, and Joshua Mora) and Kim S. Campbell and Ned Kock for their suggestions in connection with the previous version of this chapter.

Author information

Authors and Affiliations

  1. Department of Psychology, University of Edinburgh, 7 George Square, Edinburgh, EH8 9JZ, Scotland

    Alison P. Lenton

  2. Department of Management, London School of Economics and Political Science, London, WC2A 2AE, UK

    Barbara Fasolo

  3. Indiana University, Psychology Building, Room 369, Informatics East, Room 302, Bloomington, IN, 47406-7512, USA

    Peter M. Todd

Authors
  1. Alison P. Lenton
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Barbara Fasolo
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Peter M. Todd
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding authors

Correspondence to Alison P. Lenton , Barbara Fasolo or Peter M. Todd .

Editor information

Editors and Affiliations

  1. Dept. of MIS and Decision Science, Texas A & M International University, University Boulevard 5201, Laredo, 78041, USA

    Ned Kock

Rights and permissions

Reprints and permissions

Copyright information

© 2010 Springer Science+Business Media, LLC

About this chapter

Cite this chapter

Lenton, A.P., Fasolo, B., Todd, P.M. (2010). Who Is in Your Shopping Cart? Expected and Experienced Effects of Choice Abundance in the Online Dating Context. In: Kock, N. (eds) Evolutionary Psychology and Information Systems Research. Integrated Series in Information Systems, vol 24. Springer, Boston, MA. https://doi.org/10.1007/978-1-4419-6139-6_7

Download citation

  • DOI: https://doi.org/10.1007/978-1-4419-6139-6_7

  • Published:

  • Publisher Name: Springer, Boston, MA

  • Print ISBN: 978-1-4419-6138-9

  • Online ISBN: 978-1-4419-6139-6

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation