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A 2008 study in which participants rated actual online profiles confirmed this, but also explored the criteria that made certain photos attractive (Fiore et al., 2008).

Men were considered more attractive when they looked genuine, extraverted, and feminine, but not overly warm or kind.

But some factors played a larger role than others, with marital status and wanting or already having children showing the strongest same-seeking.

Fiore has also found that women responded more frequently to men whose popularity on the site (a measure based on the average number of people contacting the user per day) was similar to their own (Fiore, 2010).

In a 2005 study, Fiore and Judith Donath (Massachusetts Institute of Technology) examined messaging data from 65,000 users of a United States-based dating site.

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In particular, women and men differ in the relative importance they assign to various attributes of potential partners.Some theorize that online daters may be wearing rose colored glasses when looking at potential dates — filling in the information gaps with positive qualities in a potential partner (Gibbs et al., 2006).In one study, knowing more information about a potential date generally led to liking them less, possibly because it called out inconsistencies and reduced opportunities to fill in the blanks with positive inferences.They were contacted much more than men and, hence, generally had their choice of who to reply to.But, just as in the face-to-face dating scene, respect is important — users who respected others’ listed preferences for a potential partner were more likely to get a response.

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