Tinder: The Psychology behing swiping
- 1. Tinder : The Psychology behind Swiping Natasha Gupta
- 2. Media Psychology Rutledge (2010) : • Media technologies are everywhere • People of all ages use media technologies a lot. • Young people use them the most • Older people worry about younger people • Technology is not going away • We all worry if this is good or bad or somewhere in-between • Psychology is the study of people of all ages Using Psychology to answer if use of media is good or bad or somewhere in-between because media technologies are everywhere and they aren’t going away
- 3. Uses and Gratification Research : The effect of Media Effect of media portrayed in a variety of studies U&G researchers look at the motives for using media and the needs that media use gratifies. Study how and why people use media in general
- 4. Virtual Social Media Social media means to share text, images, audio and video information (Kotler & Keller, 2012). Virtual Social Media - virtual community Social network of individuals Interact through specific social media Crossing geographical and political boundaries Pursue mutual interests or goals High on dimensions of social presentation, media richness, self- presentation and self-disclosure
- 5. Impact Social media - a place to escape reality and create your own perfect world. It is a world that can then be broadcasted to thousands, even millions, of people across the globe. Communicating over social media better than reality Serving as an escape from reality. Finding solace Nomophobia
- 6. Tinder Dating application Sign up through Facebook, Limited to providing an individual’s age, first name, photos, and a description. Identifies a user’s current location in order to offer him/her potential ‘matches’ within the same geographical region. For every potential match that shows up on the screen, you have a simple decision: swipe right (to ‘like’) or left (to say ‘no thanks’) If two users mutually “like” each other, they are connected through a chat window, where they can now begin an exchange. And if one person likes you and you don’t, the person who didn’t like you back doesn’t even know that you liked him/her in the first place.
- 7. Operant Conditioning What is operant conditioning? Positive reinforcement Schedules of reinforcement Variable ratio Fueling the act of swiping
- 8. Swiping out of Boredom Boredom Goal is to remove discomfort Tinder to the rescue while standing in a queue Keep Playing !
- 9. Boosting Self-Esteem Matching provides Social Approval and Validation Encourages future swiping “It started first as a rush of excitement every time I was matched with someone. I had low self-esteem a year ago and enjoyed the confidence boost of guys who I would think were out of my league actually swiped yes. I was flirty with my messages, creatively constructed to make myself seem like the most happy-go-lucky girl out there. I felt the competition for their attention. I knew these guys had many more matches and were talking to many other girls at the same time. I always said it was like a kid in the candy shop for them and you had a week tops to gain their attention and go on a date”
- 10. Hierarchy of Needs Tinder helping through fulfilling needs- Physiological (Sex) Belongingness (friendship, intimacy, affection, love) India – sex as a taboo Tinder in terms of friendship, matrimonial, or serious long-term relationships
- 11. Tinder as a means for distraction Distraction as a coping strategy Divert attention from a stressor Towards thoughts or behaviors that are unrelated to the stressor ‘Dealing with a break- up’
- 12. Thank You !