PEOPLE ARE EXPERIENCE GOODS: IMPROVING ONLINE DATING WITH VIRTUAL DATES JEANA H. FROST, ZOË CHANCE, MICHAEL I. NORTON, AND DAN ARIELY JEANA H. FROST is a Research Scientist e suggest that online dating frequently fails to meet user expecta- with PatientsLikeMe.com; W e-mail:
[email protected] tions because people, unlike many commodities available for purchase online, are experience goods: Daters wish to screen potential romantic partners by ZOË CHANCE is a graduate student at the Harvard experiential attributes (such as sense of humor or rapport), but online dating Business School; e-mail:
[email protected] Web sites force them to screen by searchable attributes (such as income or reli- gion). We demonstrate that people spend too much time searching for MICHAEL I. NORTON options online for too little payoff in offline dates (Study 1), in part because is Assistant Professor of Business Administration at the users desire information about experiential attributes, but online dating Web Harvard Business School; e-mail:
[email protected] sites contain primarily searchable attributes (Study 2). Finally, we introduce and beta test the Virtual Date, offering potential dating partners the opportu- DAN ARIELY is Professor of Marketing at nity to acquire experiential information by exploring a virtual environment in The Fuqua School of Business, Duke University; interactions analogous to real first dates (such as going to a museum), an e-mail:
[email protected] online intervention that led to greater liking after offline meetings (Study 3). This work is based in part on Jeana Frost’s doctoral dissertation at the Massachusetts Institute of Technology.