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Wray Herbert

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Online Dating: The Power of Romantic Uncertainty in a Facebook World

Posted: 02/12/11 11:59 AM ET

You've just been on a first date with a woman you find attractive and intelligent, and things went well -- at least from your point of view. The conversation was comfortable, and you have the same taste in books and politics. You're still savoring the pleasure of the experience when you run into a mutual friend, who reports some good news: Your date really had a good time, too, and is looking forward to seeing you again soon.

But what if, instead, your mutual friend hems and haws and finally shares that the woman liked you "well enough," which anyone can translate as "bored to tears"? Or what if (yet another scenario) your mutual friend leaves you dangling? Your friend has indeed talked to the woman since your date but is uncertain of her feelings. She didn't really say how she felt about the evening -- or you.

Which of these hypothetical women do you find most attractive? Classical psychological theory says that you will be most drawn to the woman who finds you attractive. Being liked is rewarding, and social rewards create positive emotions -- including feelings of comfort and safety. This social phenomenon is so well documented that scientists even have a jargony name for it: the reciprocity principle.

But what ever happened to "playing hard to get"? Aren't we most drawn to what we can't have? Or at least to what we have to win? Aren't courtship and romance and love more complex than simple reciprocation? A team of psychological scientists decided to explore these questions in the laboratory, and -- since this is the 21st century -- they adapted the three scenarios for Facebook.

Erin Whitchurch and Timothy Wilson of the University of Virginia and Daniel Gilbert of Harvard recruited a group of women, all students at UVA, who agreed to supply their Facebook profiles. They thought they were taking part in a study of online dating and were told that male students from other universities had looked at their profiles -- along with those of 15 to 20 other women -- and had rated each woman according to how well they thought they would get along with her.

This was just a fiction; there were no men involved in the study at all. Even so, the women subsequently viewed Facebook profiles of four men -- all likeable, attractive college students. Some heard that these were the men who liked them the most, while others believed these men had given them a so-so rating. Still others were told that these four men's feelings about them were unknown -- they might have been very attracted, or they might have been indifferent.

The scientists asked the women to rate the four men on various measures of attraction: how much they liked the men; how much they'd like to collaborate on a project; how much they'd like the men as friends, casual acquaintances or as potential boyfriends. These ratings were all combined into a single attraction index.

The idea was to see if indeed women reciprocate when men find them attractive -- or when they find them unattractive. The scientists also wanted to see if uncertainty is attractive. That is, would the woman be disenchanted or intrigued by men whose feelings were unclear?

The results were clear, and a bit surprising. As described in the online version of the journal Psychological Science, the women were more attracted to the men who liked them a lot -- much more attracted than they were to men who were lukewarm in their feelings. This isn't all that surprising, and it lends support to the reciprocity principle. But -- and it's a big "but" -- the women were most attracted to the men whose feelings remained unknown. They found these mystery men even more attractive than men who openly declared their attraction.

The scientists call this the "pleasure of uncertainty," and they also uncovered a hint as to why this dynamic works. The researchers asked the women how often they thought about the different men -- how frequently they "popped into their head" -- during the time before they made their ratings. The women spent more time musing about the uncertain men than the others, suggesting that having a man in one's thoughts can increase attractiveness. These women -- the ones contemplating a mystery man -- were also in a better mood than the women who had been flattered or deflated.

The women in this study had no information about the men's choosiness in general. That is, they didn't know if the men were uniformly "hard to get" or "easy to get." So this may be a new version of the "playing hard to get" scenario -- creating uncertainty to pique interest. And it may be a version especially suited to the 21st century, simulating the kind of information people often get when they meet online. At the very start of the e-dating process, mystery may have some benefits.

 
 
 
You've just been on a first date with a woman you find attractive and intelligent, and things went well -- at least from your point of view. The conversation was comfortable, and you have the same tas...
You've just been on a first date with a woman you find attractive and intelligent, and things went well -- at least from your point of view. The conversation was comfortable, and you have the same tas...
 
 
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11:19 AM on 04/11/2011
I find that social media will defiantly change the mentality of human behavior.
We are exposed to this new form of communication on a daily basis.. so its natural our minds adapt to this. Online dating will also be a big part of it. They way that men and women "court" each other will change.. its all about creating a profile for you to post on a site.. and see who you can attract. I dont find this is wrong.. because we cant resist change. but we do have to be aware where this will bring us.. and or if this will be a positive or negative on our lives.
Thanks
Mark
02:44 AM on 02/17/2011
In my experience, women like the unexpected and uncertainty, rather than being showered with predictable compliments.
 
My girlfriend once asked me "does this skirt make me look fat?"
 
I said "I think it's unfair to blame the skirt"
 
 
She loved it.
06:40 PM on 02/14/2011
This is awkwardly very true.
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Brett Tonaille
Author and translator
01:20 PM on 02/14/2011
Isn't this just saying we all like a bit of mystery (which is what drives that literary genre)? There's also the fact that we can project our own fantasies onto people whose feelings are unknown - in other words, what really attracts us is our own imagination; the other person is just a convenient object to help us focus them.
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katiek2o
02:32 AM on 02/14/2011
i think of sadomasochism when i think of not communicating your thoughts for some reason... who knows, it may be a matter of mystery thats so attractive, but I find it rather maddening/life ruining-the not knowing if the other is interested or not/ when you def. are.. like i met a guy on facebook, and I looked at his profile, and then oddly came into my work the next day, ironic I didnt have my work info on facebook.. just weird, I was overwhelmingly attracted to him, and so I brought up the incident online,started texting him, things escalated, and then I found my friend had tagged his face on hers on myspace/got the wrong idea that he was just looking for girls/ when it was just a coincidence.. I felt such a weird strong feeling to him, and without knowing he felt the same way for me, tested him on the issue, and to test his interest in me I offered him her number... i'd rather keep things straight up lets just say... mystery is only nice for a second/ and then it turns into chaos.. deep attachments/connections are only met through understanding..thats what ive learned/ holding things back/ being open-ended ruins chances in the long run
recless
Evidence first. Believe later. Maybe.
11:16 PM on 02/13/2011
Humans are drama addicts. They will screw up their own lives just to get more drama into their lives so their egos feel special.
12:16 AM on 02/14/2011
You nailed that...
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10:13 PM on 02/13/2011
I am old. And female. And not rich.

I used to be young, and gorgeous, and dated (and married) guys who were brilliant and funny and crazy.

Now I am just retired from male-female relationships, though still working..

Clearly I did not know how to do relationships in a way that worked in the long run.

As for social media stuff... all I can say is that I had a bad physical accident a year and a half ago and one of the people who tended to me did deep tissue massage.

He is also at least 20 years younger than me.

We are facebook pals.

He suggested we have a beer together sometime soon.

What is the meaning of that, says I to me.

He is HOT!!! And I am OLD!!!
12:59 AM on 02/14/2011
Go for it!
And then be sure to keep us updated;
we'll be cheering for you.
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01:57 AM on 02/14/2011
LOL! Thanks!

I do have my daring side.

He is from another country. I replied (perhaps playing hard-to-get, or just hedging my bets that he does not think of me in Betty White [much as I adore her] terms)...that it would be delightful to have a beer, in a few weeks, and perhaps he could also teach me his country's language... LOLOL!

OH MY GOD!
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01:16 PM on 02/14/2011
You go for it and enjoy yourself! Younger men can be and usually are surprisingly delicious. :)
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Indigo1941
Time traveler.
04:46 PM on 02/13/2011
That sounds like a Conway Twitty moment.
12:36 PM on 02/13/2011
When I go on a date, I like to use a healthy dose of "hard to get" and throw in some "awkward uncertainty." That coupled with my already poorly realized life goals, and the Ladies go wild let me tell ya.
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pennywhite
02:21 PM on 02/13/2011
Clearly, it's your sense of humor that makes the Ladies "go wild".
04:03 PM on 02/13/2011
haha well it's "clearly" not my looks i assure you
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10:21 AM on 02/13/2011
50 years and my wife still has no idea how I feel about her. So I guess it works. I haven't regretted one day in all those years. It was a Tuesday, I think, in 1963.
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DoctorGreeves
Leading-link suspension
07:53 AM on 02/13/2011
Dating, Schmating. Forget all that. Let's go to the gym and be happy.
07:13 AM on 02/13/2011
I'm confused. How does the "mutual friend" know so much and why in the world would I listen to his or her opinion of how my date went? What's Facebook got to do with any of this? Did she post the results of the date for everyone to see? That would be a deal breaker for me, anyway.

When I was dating, I always had a simple approach, if she said "Yes" when I asked her out, we were good to go. "No" and I moved on to someone else, at least for that evening. I would try again another time. After three refusals, I gave up. No embarrassment, no worries.
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Dunta Aska
10:49 PM on 02/13/2011
after 3 rejections, your pride is gonna take a hit. You can always rebound but your soul will burn regardless. The study also stated the importance of being accepted. When we're rejected, we feel very low. In the end, we all need someone else to make us happy. Noone is happy alone
01:18 AM on 02/14/2011
Speaking for yourself there, I see.
(Sorry, that was mean. I apologize -- tho you'll notice I'm not deleting it.)
I know it's a terrible cliché -- but many clichés are actually true (that's why they're clichés):
Nobody else can ever "make" you happy.
Only you can do that.
You can share your happiness with someone else, and they theirs with you.
Being in a great relationship can greatly heighten happiness.
But it can't create it, if it isn't already there.
And because of this, if you can't be happy alone, you won't be happy with someone else either.
In all seriousness, I beg you to do a lot of research on this: talk to lots of people, friends, family, strangers, ex's; read widely, broadly, and deeply; consider getting some help (of the pro kind), if it won't make you feel self-stigmatized or shamed.
I guarantee the majority will agree with this to at least some extent, and if you come to accept it, it will open up a lot of doors for you, both within yourself, and with others.
I wish you the very best success in all this.
You deserve your happiness, and the chance to share it with someone you love.
But it's a lot harder to find it, if where you're looking isn't where it's to be found.
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omeo2013
Jesus says we should cut taxes for millionaires.
06:06 AM on 02/13/2011
Just goes to show you; Men are from Mars, Women are Crazy. :p
05:00 AM on 02/13/2011
This 'uncertainty' business, as written up in the article, is unconvincing.
The set-up, as I understand the article, was that the college-age women who were tested for uncertainty were kept in the dark as to the rating the (fictional) men had, in fact, given them.
For the sake of argument, if I'm dating a woman I've made up my mind about and somehow she knows I've made up my mind but doesn't know if it's 'yeah' or 'nay', her feeling of 'uncertainty' is markedly different to the 'uncertainty' she would have if she was with me and didn't know if I had made up my mind and was not forthcoming in expressing myself about it.
In the first instance, the woman will find out as soon as she corners me and I have occasion to spill the love beans. In the second instance, she will not know until I've made up my mind (immature; inexperience doesn't preclude having strong feelings one way or another) AND decide to tell her (if I don't then I'm playing games to either forestall making up my mind or to torment someone on purpose).
Therefore, I think the experiment this article references is flawed, except as a marketing position paper on how to set on-line dating websites' likability indicators ("he likes you" - "he doesn't like you" - and - "for an additional payment of $9.95, you could find out what he's decided").
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Dogma
A sense of humor is no laughing matter.
03:12 AM on 02/13/2011
I think what is more interesting is what happens in the NEXT phase of this story, so to speak.

For example, I was introduced to my now wife through a mutual (now ex) friend about 10 years ago. We started dating, then she fell for him. He was the classic non-commital type guy who went out every night and talked only to hear himself pontificate. Apparently she found that more attractive at the time. They dated for a few months but he clearly was just having her on.

Then, eventually she realized it was ME who she really wanted. Now we have three beautiful daughters 5, 3 & 7mos.

Incidentally, we recently saw him in a magazine (he's an artist) and he's still out and about in his lonely world of mono-conversations and art openings. I think some people just aren't meant for intimate relationships.