With the rise of online dating platforms, many argue that the “competition” for attention and the need to “impress” potential partners mimics the mechanisms of the labor market. Much like applying for a job, online dating requires crafting profiles that signal unique qualities, akin to the resume-building seen in the labor market to stand out as a specialized worker. Photos, bios, and interests on a dating profile aim to stop individuals from swiping left, just like an impressive education may deter a hiring manager from throwing away a resume. Recent research suggests that this dynamic aligns with the economic theory of the price mechanism, raising the question: how exactly do individuals “price” their value in the marketplace of relationships?

The price mechanism refers to how market forces of demand and supply interact to determine an equilibrium. Here, the signaling tool strengthens this analogy. On the surface level, the price mechanism in the dating pool is shaped by a user’s attractiveness, where preferences determine matches. In theory, those who are considered more conventionally attractive could “set a higher price,” by generating demand in a thick romantic market, just like a thick labor market.

However, as in any market, competition is fierce. This pushes individuals to signal their worth more effectively or face oversupply that devalues individual profiles, similar to how more skilled workers are less likely to be fired during economic downturns. Additionally, the issue of assortative mating comes into play due to the illusion of idealized profiles and adverse selection, coupled with the illusion of limitless options, similar to the paradox of choice. Although the goal is to improve match quality, they often reinforce economic stratification—both in romance and employment.

Ultimately, success depends on the way people “price” themselves. Whether it is via fine-tuning a dating profile or polishing a resume, adaptability remains key in surviving the competition.

References:

Coyne, Kelly Marie. “What You Can Learn About Job-Hunting From Dating Apps. Really.” The New York Times, 9 Jan. 2024, www.nytimes.com/interactive/2024/01/09/business/dating-job-hunting-ghosting-situationship.html. Accessed 3 Feb. 2025.

Oyer, Paul. “What a labor economist can teach you about online dating.” PBS News, 11 Feb. 2016, www.pbs.org/newshour/economy/what-a-labor-economist-can-teach-you-about-online-dating. Accessed 3 Feb. 2025.

Wooten, Jadrian. “Behavioral Economics Can Explain the Challenges of Online Dating.” Monday Morning Economist, 26 Feb. 2024, www.mondayeconomist.com/p/dating-apps. Accessed 3 Feb. 2025.