The hyperpersonal effect in online dating: effects of text-based CMC vs. videoconferencing before meeting face-to-face

ABSTRACT

This study investigated the impact of (the lack of) audiovisual cues during conversations preceding a first face-to-face meeting among prospective daters on daters’ perceptions of partners’ social and romantic attraction. Additionally, the study examined the effect of modality switching, from online to offline interaction. Thirty-nine individuals participated in a round-robin speed dating event, resulting in 95 unique conversation pairings. For their first conversations they were randomly assigned to meet via text-based CMC or videoconferencing. The dyads then had a second encounter, which was face-to-face. Results showed more social attraction between interactants who used text-based CMC than videoconferencing, supporting the hyperpersonal model of CMC. Furthermore, after a modality switch to a face-to-face encounter the hyperpersonal effect persisted for social attraction, while romantic attraction declined.

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes

1. A 3-minute speed date might seem short but is common in speed dating events (i.e., most of them are between 3- and 5-minutes; Finkel et al., 2007) and gives the participants enough time to form an impression. It is known from impression management research that impressions are commonly formed based on minimal contact and/or on little information (Allport, 1937; Carney, Colvin, & Hall, 2007; Eastwick, Finkel, Mochon, & Ariely, 2007; Stecher & Counts, 2008). Based on minimal exposure, people make broad generalizations about another person, in this case their date. Allport (1937) described this as Thin Slices, which are short chunks of social behaviour from which people can form impressions. In 2007, a study of Carney et al. (2007) that people are able to form accurate impressions in 5 seconds, though this depends on the sort of impression. Negative accurate impressions were formed after 5 seconds, while for positive impressions it took a bit longer. They found that 60 seconds generated the optimal ratio between accuracy and slice length. Also, Walther’s hyperpersonal model (1996) states that people tend to rely on limited information that is available in their impression formation. Moreover, in online contexts where social goals are salient, text-based CMC users’ express and achieve hyperpersonal levels of affection rather quickly (Roberts et al., 1996).