Abstract
This study investigates how the visual content of Tinder profile pictures influences matching decisions through attentional and emotional responses, employing a controlled NeuroLab Experiment and a Prolific Online Study to explore user engagement with profile images. Applying Social Signalling Theory, the study focuses on two specific visual cues and assesses their impact on swiping behaviour. Findings reveal that while smiling and group images capture initial user attention, their ability to sustain emotional engagement varies. The NeuroLab Experiment showed that smiles and group images attract attention but do not significantly influence emotional responses, often leading to neutral swiping outcomes. In contrast, the Prolific Online Study emphasised the importance of emotional clarity and authenticity, with users displaying a preference for straightforward, unambiguous profile images. The results suggest that while visual cues may initially attract users, a deeper emotional resonance, particularly the perceived authenticity and simplicity of an image plays a critical role in influencing positive matching decisions. These insights have practical implications for users, platform designers, and marketers, suggesting that online dating platforms can improve user engagement by prioritising clear, individual-focused images over complex or ambiguous visuals. The study contributes to Social Signalling Theory by highlighting how platform-specific features impact the interpretation of social signals and by underscoring the role of simplicity and authenticity in digital self-presentation.
| Educations | MSc in Business Administration and Digital Business, (Graduate Programme) Final Thesis |
|---|---|
| Language | English |
| Publication date | 2024 |
| Number of pages | 163 |
| Supervisors | Rob Gleasure |