In this series we publish blog posts written by our first year undergraduate students for the PB101 Foundations of Psychological Science course. Here, Cherry Liu considers how dating app algorithms take advantage of our brain chemistry to keep us hooked on swiping. 

Surely you have encountered the proverb “Love is blind”. But is it really or are we actively chasing it instead?

The surge of popularity for online dating unfolds right before our eyes, with approximately 3 in 10 adults having used online dating applications (apps) or sites, and 42 per cent claiming these platforms have made the process of finding a long-term partner easier (Vogels & McClain, 2023). This ‘not so new’ and pervasive way of entrusting one’s romantic destiny to a mathematically programmed algorithm has successfully captivated the interest of many people in this century.

We all know how rewarding real-life relationships can be. But how do rewards come into play when matchmaking happens on the confined screens of your device? What influences the action behind every swipe, message, and eagerness for a perfect match online?

Brain Reward System in Online Dating

Online dating apps can be viewed as a slot machine in a casino – people believe that the longer they play, the greater their chances of “winning” and receiving associated rewards. The same applies to every swipe and match on online dating apps! Whether it’s slot machines or dating apps – we are hooked. Unsurprisingly, our brains take centre stage in reward-related behaviours.

First, let’s take a step back: what are reward systems?

Reward systems associated with online dating depend on the mesolimbic dopamine pathway (Arias-Carrión et al., 2010). Interactions with positive and rewarding stimuli activate neural networks that connect dopamine-producing areas in the brain to brain structures responsible for reward-related behaviour (Baik, 2020). Each stimulus encounter initiates a burst of dopamine, a colourful explosion of joy, lighting up the neural sky with a sense of reward.

Image created by the author using Canva.  

Increased dopamine releases lead to heightened pleasure and satisfaction for users. But how exactly does the seemingly simple online dating app activate the complex neural system of the brain reward system?

Sparking Dopamine Releases Through Novelty and Anticipation

Let’s dive a little deeper into the concepts of novelty and anticipation – two dynamic forces that can just provide the answer.

Evolutionary studies demonstrate that it is ingrained in our nature to seek out novel experiences and environments (Daffner et al., 1998), and this curiosity spills over to people’s behaviours when it comes to online dating. Research indicates that when individuals are exposed to varying levels of novelty, brain regions associated with reward processing are ignited, enhancing the desire for exploration (Wittmann et al., 2008). This means that as users swipe through online dating apps while encountering diverse profiles and personalities, they are essentially setting off dopamine releases in their brains.

Interestingly, even when there aren’t explicit rewards in sight, such as a match, the sheer influx of new information is enough to motivate user engagement with the app (Bunzeck & Düzel, 2006). Sprinkling in some new and enticing features of dating apps – think virtual dates and personality tests. Now, there is a constant stream of novelty, keeping dating apps exhilarating!

But novelty is just one piece of the puzzle. Anticipation also plays a crucial role in our online dating journey. As it turns out, the brain doesn’t respond to anticipation passively – it actively triggers the release of dopamine in the mesolimbic pathways associated with rewards (Schott et al., 2008). Neuroimaging studies have shown that compared to encountering something familiar, a person’s anticipation for novel experiences actually leads to higher activation of these reward systems (Wittmann et al., 2007).

Image created by the author using Canva.  

Think of it this way: when you’re scrolling through dating apps, you encounter many new profiles and engage in fresh conversations. This constant stream of novelty, paired with the anticipation of new notifications for potential matches, mirrors the thrill of unwrapping gifts. It’s this blend of novelty and anticipation of what’s to come that couples dopamine surges in our brains, keeping us enthralled by the world of online dating!

Our brains are naturally wired to seek out moments of excitement. But is there more to the game? Could there be another drive to high user engagement with online dating apps?

Reinforcement Tactics in Online Dating Apps

As you navigate through online dating apps, you are unknowingly immersed in a system carefully designed to captivate and retain your attention. The system uses reinforcement techniques, a concept introduced by researcher B.F. Skinner. Reinforcement theory suggests using stimuli at different occurrences and schedules to influence behaviours (Skinner, 1963).

Behind the scenes, online dating apps begin with a continuous reinforcement schedule to get users onto the app in the first place. This schedule rewards users consistently, every time the desired behaviour occurs (Whitestone, 2017) – in this case, opening the app. Getting some matches on the first few swipes of the day is validating and perfect for establishing continued use of the app.

However, these online dating apps have a different agenda once you are on the app – their primary goal now is to keep you hooked and engaged.

Here comes the switch of strategy – the apps now implement variable ratio schedules to keep the users staying on the app. This specific type of intermittent reinforcement schedule is where a reward is given randomly throughout the time users are on the app. Researcher B. F. Skinner determined that if the rewards occurred regularly and were predictable, people would lose interest easily (Skinner, 1963). So instead, algorithms strategically stagger individuals who have “right swiped” the users. This deliberate pacing creates a sense of anticipation, which is crucial in sustaining user engagement by activating the brain’s reward systems and triggering the delightful releases of dopamine.

Clever, isn’t it?

Complexities with Online Dating

Whilst online dating apps provide a substantial platform for those who are eagerly seeking love by enabling greater access, efficiency, and anonymity for users, these apps are still a double-edged sword. Intuitive swiping and liking profiles develop reflexive habits while priming the brain’s reward systems to release dopamine, leading to habitual and addictive usage patterns (Narr, 2021).

It is also important to keep in mind the difference in dynamics between online and offline dating. In-person dating offers a level of authenticity and immediacy, which dating apps may lack. The interplay of non-verbal cues, like a warm smile or flirty eye-contact, plays a significant role in interpersonal dynamics (Walther, 1993). The absence of these cues online can lead to misinterpretations and missed opportunities with their perfect match.

The next time you embark on your digital quest for love, keep in mind the algorithms at work. Are you truly finding love, or are you simply being calculated by a data-driven program?

• This post was originally written as part of PB101: Foundations of Psychological Science, which is a core course on the BSc Psychological and Behavioural Science. It has been published with the permission of the author.
• The opinions in this post are of the author, not of the Department of Psychological and Behavioural Science or LSE.
• Cover image by Alexandra Koch from Pixabay.

References

• Arias-Carrión, O., Stamelou, M., Murillo-Rodríguez, E., Menéndez-González, M., & Pöppel, E. (2010). Dopaminergic reward system: a short integrative review. International Archives of Medicine, 3(1), 24. https://doi.org/10.1186/1755-7682-3-24
• Baik, J.-H. (2020). Stress and the Dopaminergic Reward System. Experimental & Molecular Medicine, 52(12), 1879–1890. https://doi.org/10.1038/s12276-020-00532-4
• Bunzeck, N., & Düzel, E. (2006). Absolute Coding of Stimulus Novelty in the Human Substantia Nigra/VTA. Neuron, 51(3), 369–379. https://doi.org/10.1016/j.neuron.2006.06.021
• Daffner, K. R., Mesulam, M. M., Scinto, L. F. M., Cohen, L. G., Kennedy, B. P., West, W. C., & Holcomb, P. J. (1998). Regulation of attention to novel stimuli by frontal lobes. NeuroReport, 9(5), 787–791. https://doi.org/10.1097/00001756-199803300-00004
• Narr, G. (2021). The Uncanny Swipe Drive: The Return of a Racist Mode of Algorithmic Thought on Dating Apps. Studies in Gender and Sexuality, 22(3), 219–236. https://doi.org/10.1080/15240657.2021.1961498
• Schott, B. H., Minuzzi, L., Krebs, R. M., Elmenhorst, D., Lang, M., Winz, O. H., Seidenbecher, C. I., Coenen, H. H., Heinze, H.-J. ., Zilles, K., Duzel, E., & Bauer, A. (2008). Mesolimbic Functional Magnetic Resonance Imaging Activations during Reward Anticipation Correlate with Reward-Related Ventral Striatal Dopamine Release. Journal of Neuroscience, 28(52), 14311–14319. https://doi.org/10.1523/jneurosci.2058-08.2008
• Skinner, B. F. (1963). Operant Behaviour. American Psychologist, 18(8), 503–515. https://doi.org/10.1037/h0045185
• Vogels, E. A., & McClain, C. (2023, February 2). Key findings about online dating in the U.S. Pew Research Center; Pew Research Center. https://www.pewresearch.org/short-reads/2023/02/02/key-findings-about-online-dating-in-the-u-s/
• Walther, J. B. (1993). Impression development in computer‐mediated interaction. Western Journal of Communication, 57(4), 381–398. https://doi.org/10.1080/10570319309374463
• Whitestone. (2017, February 6). How Tinder is Designed to Control Your Mind | The Whitestone Clinic Ottawa. The Whitestone Clinic. https://whitestone.clinic/how-tinder-is-designed-to-get-you-addicted-and-control-your-behavior/
• Wittmann, B. C., Bunzeck, N., Dolan, R. J., & Düzel, E. (2007). Anticipation of novelty recruits reward system and hippocampus while promoting recollection. NeuroImage, 38(1), 194–202. https://doi.org/10.1016/j.neuroimage.2007.06.038
• Wittmann, B. C., Daw, N. D., Seymour, B., & Dolan, R. J. (2008). Striatal Activity Underlies Novelty-Based Choice in Humans. Neuron, 58(6), 967–973. https://doi.org/10.1016/j.neuron.2008.04.027