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Investigating the Effects of Promiscuous Self-Presentation in Online Dating on Romantic Investigating the effects of promiscuous self-presentation in online dating on romantic attraction and intention to date, and underlying perceptions of men and women Valerie den Ridder Snr 2018143 Master’s Thesis Communication and Information Sciences Specialization Business Communication & Digital Media School of Humanities and Digital Sciences Tilburg University, Tilburg Supervisor: Dr. Alexander Schouten Second reader: Tess van der Zanden July 2020 Table of contents Abstract ................................................................................................................................3 1. Introduction ......................................................................................................................4 2. Literature review and hypotheses ....................................................................................6 2.1 Online dating ................................................................................................................6 2.2 Gender differences and attraction .................................................................................7 2.3 Promiscuous self-presentation and perception ............................................................ 12 3. Method ............................................................................................................................ 15 3.1 Participants ................................................................................................................ 15 3.2 Design ........................................................................................................................ 15 3.3 Pre-test ....................................................................................................................... 16 3.4 Procedure ................................................................................................................... 17 3.5 Operationalization ...................................................................................................... 18 4. Results ............................................................................................................................. 19 4.1 Factorial Anova .......................................................................................................... 20 4.2 Moderated mediation .................................................................................................. 23 5. Discussion ........................................................................................................................ 26 6. Implications .................................................................................................................... 28 7. Limitations and suggestions for future research ........................................................... 30 8. Conclusion....................................................................................................................... 31 References ........................................................................................................................... 33 Appendix ............................................................................................................................. 42 Appendix A: Figure 1. Examples photos pre-test ............................................................... 42 2 Abstract The aim of this study was to examine how promiscuous self-presentation on an online dating profile affects perceptions of intelligence, social attraction, physical attraction and perceived promiscuity, and in turn, affected intention to date. Moreover, we expected the negative effects of promiscuous self-presentation to be less or reversed for men compared to women. To investigate this, the study employed a 2 (promiscuous self-presentation: promiscuous versus not promiscuous) x 2 (gender: male versus female) mixed design that included perceived promiscuity, intelligence, physical attraction, and social attraction as mediating variables, and intention to date as dependent variable. In total, 196 respondents participated in the experiment in which they rated two online dating profiles in a promiscuous self-presentation condition and a non-promiscuous self-presentation condition. The results showed promiscuous self- presentation negatively affects intention to date via intelligence and social attraction, in which the effect is stronger for women than for men. Moreover, promiscuous self-presentations positively affects intention to date via physical attraction for men and negatively affects intention to date via physical attraction for women. Finally, promiscuous self-presentation negatively affects intention to date via perceived promiscuity for both men and women. In sum, our study shows that promiscuous self-presentation severely affects impression formation processes and overall negatively affects attraction. Keywords: online dating, intelligence, social attraction, physical attraction, perceived promiscuity, intention, romantic attraction, gender 3 1. Introduction Dating sites are still gaining popularity worldwide (Statista, 2020). Location-based, real-time online dating applications such as Tinder enable users to communicate and meet up with others who are physically proximate (Jung, Baphna, Ramaprasad, & Umyarov, 2019). Tinder is currently considered to be the most popular dating app for iOS and Android with over 50 million users worldwide (Neyt, Vandenbulcke & Baert, 2019). Both men and women adopt online dating channels in the search for a new friend, a short flirt, or a long-term partner. However, their preferences, ways of presenting themselves and choices are likely to differ. Earlier research shows that men and women demonstrate different preferences for partner selection. Women prioritize intelligence in a potential partner, while men consider physical attractiveness to be the key selection criterium (Fisman, Iyengar, Kamenica, & Simonson, 2006). Research on online dating also shows that male online daters are attracted by the physical appearance of a prospective partner, whereas female daters prefer men with breadwinning abilities and favor socio-economic characteristics, such as income, occupation, and education, over physical attractiveness (Abramova, Baumann, Krasnova, & Buxmann, 2016). In online dating, these gender differences in mate selection may be represented in how people pose on their dating profile pictures. Self-presentation is connected with impression management and the establishment of an online identity (Walther, 1996). Impression management has been studied particularly for online dating sites, where positive impressions are of great importance in attracting desirable partners. For example, Manago, Graham, Greenfield, and Salimkhan (2008) showed that men’s online portrayals conform to stereotypical norms of masculinity, underlining strength and power, while women tend to put more focus on presenting themselves as attractive and affiliative. Moreover, men and women also differed significantly in the way they dress. Women were more likely to post sexual pictures of 4 themselves in which they were revealingly or partially dressed, whereas men mostly published pictures of themselves fully covered with clothes. However, this trend is starting to reverse as men increasingly post more sexualized pictures, posing shirtless to emphasize their muscular body and corresponding muscle mass (Herring & Kapidzic, 2015; Santoso, 2018). Thus, among men and women, it is quite commonplace to exert a form of promiscuous self-presentation on their dating profiles (Shafer, Bobkowski, & Brown, 2013). Promiscuous self-presentation in online dating has not been investigated earlier but it has become more commonplace that people engage in promiscuous self-presentation online. However, it may have negative consequences as earlier research shows that promiscuity is associated with negative effects such as lower perceived intelligence (Nezlek, Krohn, Wilson, and Maruskin, 2015) and lower social attraction (Abbey, Cozzarelli, McLaughlin and Harnish, 1987). Consequently, that could mean that people who present themselves in this way give certain, perhaps wrong, impressions about themselves. This could, in turn, have negative consequences for online relationship formation. Specifically, we expect that the level of promiscuous self-presentation will determine the perceived level of intelligence, physical attraction, social attraction, and promiscuity and these will, in turn, affect the romantic attraction and intention to date of a person. Promiscuous self-presentation is likely to affect these four factors because intelligence, kindness, and physical appearance are considered as one of many selection criteria in assessing potential partners for suitability (Li, Bailey, Kenrick, & Linsenmeier, 2002). Moreover, sexual self-presentation on social networking sites has been related to more offline sexual risk behavior (Bobkowski, Brown & Neffa, 2012) and sexual experience (Doornwaard, Moreno, van den Eijnden, Vanwesenbeeck, & Ter Bogt, 2014) and therefore, promiscuous self-presentation is likely to affect perceived promiscuity. These four factors also affect romantic attraction and intention to date a person, however, they may do so differently for men and women. Men place more value on appearance 5 (Buss, Shackelford, Kirkpatrick, & Larsen, 2001) and women prefer partners who show they have the ability and willingness to provide resources, including intelligence and kindness (Lippa, 2007). We, therefore, expect that any negative
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