Self-presentation, Interpersonal Perception, and Partner Selection in Computer-mediated Relationship Formation By Andrew Rocco Tresolini Fiore A dissertation submitted in partial satisfaction of the requirements for the degree of Doctor of Philosophy in Information Management and Systems in the Graduate Division of the University of California, Berkeley Committee in charge: Professor Coye Cheshire, Chair Professor Gerald A. Mendelsohn Professor AnnaLee Saxenian Fall 2010 Self-presentation, Interpersonal Perception, and Partner Selection in Computer-mediated Relationship Formation © 2010, Some Rights Reserved (See Appendix F) by Andrew Rocco Tresolini Fiore Abstract Self-presentation, Interpersonal Perception, and Partner Selection in Computer-mediated Relationship Formation by Andrew Rocco Tresolini Fiore Doctor of Philosophy in Information Management and Systems University of California, Berkeley Professor Coye Cheshire, Chair The use of social and technological intermediaries to seek intimate partners has a long history. Yet the affordances and limitations of modern computer-mediated communication (CMC) systems built for this purpose — specifically, online dating sites — present new challenges and opportunities for those who use them to initiate intimate relationships. The sheer number of potential mates available on such sites is tremendous, but accurately gauging their appeal and suitability for a relationship can be difficult through CMC. This dissertation presents a longitudinal survey of users of a major U.S. online dating service as they interact with potential dates online, meet them in person, and in some cases establish intimate relationships. The survey addresses two research questions: how interpersonal perceptions change when online daters meet in person for the first time, and how online and offline perceptions are associated with relationship duration, satisfaction, and intimacy. With respect to the first research question, I find that on average measures of liking and willingness to enter into a romantic relationship decline after participants meet their dates face-to-face for the first time. This result held for both inexperienced and experienced online daters. With regard to the second research question, I find that participants’ perceptions of their dates before they have met in person generally do not predict the duration of the subsequent relationship, if any. However, their perceptions on many dimensions shortly after meeting in person are significantly associated with relationship duration. At the same time, among those who do begin dating, perceptions on numerous dimensions both pre-meeting and post-meeting are associated with intimacy and, to a lesser degree, relationship satisfaction in the weeks after the first date. That is, it appears that initial judgments from online interaction do not predict whether a couple will form a relationship, but these judgments do predict metrics of relationship quality if they choose to do so. 1 To my parents, Tom and Cay, for inspiring me to be curious i Contents Preface iv Acknowledgments v 1 Introduction 1 1.1 Match-making technology: The old and the new 1 1.2 Adoption of online dating 3 1.3 Perceptions of online dating 3 1.4 Why study online dating? 4 1.5 About this dissertation 5 2 Related literature 6 2.1 Intimate relationships 6 2.2 Computer-mediated communication 11 2.3 Online dating 16 3 Research questions and methodology 23 3.1 Research questions and hypotheses 23 3.2 Research methodology 26 4 Results 35 4.1 Recruitment and incentives 35 4.2 Demographics of participants 36 4.3 RQ1: Changes in perceptions before and after meeting in person 37 4.4 RQ2: Relationship outcomes 45 5 Discussion 61 5.1 Changes in perceptions after first meeting 61 5.2 Relationship outcomes 62 5.3 Limitations 66 5.4 Next steps 66 5.5 Conclusion 68 ii Contents (continued) References 69 Appendix A: Questionnaire contents 79 Appendix B: Tables 101 Appendix C: Figures 113 Appendix D: Advertisements and incentives 118 Appendix E: Unsuccessful online daters 123 Appendix F: Creative Commons License 126 iii Preface My first experiences with computer-mediated communication systems came in the early 1990s, before the crackle of modems negotiating a connection had given way to the ease of Ethernet and Wi-Fi. In the two decades since then, the online world has gone from esoteric to mainstream and from marginal to integral in modern social life. Yet even as interpersonal interaction moves increasingly online, our understanding of its dynamics in this new milieu lags behind. Selecting an intimate partner is among the most important decisions in our lives. As people initiate this process more and more often through computer-mediated communication channels, it becomes vital to gain a fuller understanding of how this deeply personal and interpersonal undertaking unfolds in the online environment as compared to the familiar face-to-face world. This need is what motivated the present work, which contributes to a small but growing body of research about computer-mediated relationship formation. iv Acknowledgments My profound thanks go to the members of the research team with whom I have conducted this work over the past six years: Lindsay Shaw Taylor, Marti Hearst, committee member Jerry Mendelsohn, and committee chair Coye Cheshire. Collaborating with them and learning from them has not only been a true pleasure but also made me a better scholar. A particular note of thanks is due to my advisor, Coye, whose thoughtful mentorship and collaboration in teaching as well as research have been intellectually stimulating, professionally valuable, and at the same time a lot of fun. Furthermore, this manuscript specifically and my understanding of social psychology generally have benefitted greatly from Jerry’s thoughtful critiques and his eye for detail. I am grateful as well for Anno Saxenian’s support and guidance in her roles as both the third member of my committee and the Dean of the School of Information. Other faculty members at UC Berkeley have also guided me in important ways. Yale Braunstein kindly and capably chaired my qualifying examination, and the late David Freedman taught me both the practice and the practical limits of statistical modeling through his lucid teaching and writing. Financial support is, of course, crucial to many research endeavors. This work would not have been possible without the generous support of the Center for Information Technology Research in the Interest of Society (CITRIS), Microsoft Research, and the National Science Foundation, which sponsored this project under award number 0624356. Finally, I want to thank my I School classmates for their company and encouragement and my friends and family for their love and support throughout this process — in particular, my immediate family, Cay, Tom, and Julia, as well as Rachel, Judd, Tamar, Hana, and Dan. v 1 Introduction The study of human relationships and the study of communication technologies each have long and diverse histories. Not just scientists but also poets and artists have examined the origins of interpersonal attraction as well as the patterns of marriage and family that emerge in communities and societies. More recently, researchers have formalized what users of communication technology have long known: different media facilitate communication in different ways, leading to distinct behaviors and norms in the fulfillment of long-familiar human goals. In this work, I seek to bridge these two areas of study by examining relationship formation through a computer-mediated com- munication system — specifically, an online dating web site. “Online dating” is a bit of a misnomer. Unlike most computer-mediated communication systems, which are meant to support online communication, whether with strangers or with people the user already knows, online dating sites are designed to introduce users to people they do not know so that they can meet them offline. Any dating that may follow will occur offline, so perhaps “online meeting” or “online relationship initiation” would be more accurate than “online dating,” though as we will see, crucial first steps in the prelude to dating do take place through online dating sites. 1.1 Match-making technology: The old and the new The first online dating sites appeared in the mid-1990s, but people used various kinds of inter- mediaries, both human and technological, to form intimate relationships long before the advent of the internet. These intermediaries may offer various services: facilitating searches for potential mates from among a pool, matching people with appropriate mates, or simply providing a venue for interaction (Ahuvia and Adelman 1992). In post-Renaissance Europe, “early modern people were ... willing to turn over decisions to match- makers and go-betweens, thus relieving themselves of personal responsibility” (Gillis 1999, p. 51). Shadchanim, the Hebrew term for “match-makers,” have helped Jews find marriage partners since ancient times (Wein n.d.), and today modern shadchanim even advertise on the internet. Secular match-makers still operate today as well — for example, the service “It’s Just Lunch,” which markets itself to busy business-people. Such services provide a circumscribed set of potential mates from which a client can choose or, in some cases, explicit recommendations of individuals. Arranged marriage, which places the entirety of the choice in the hands of an intermediary, has a 1 long history in some cultures, too. Indeed, the notion of choosing a