This is an author-produced, peer-reviewed version of this article. © 2009, Elsevier. Licensed under the Creative Commons AttributionNonCommercial-NoDerivatives 4.0 International License (https://creativecommons.org/licenses/by-nc-nd/4.0/). The final, definitive version of this document can be found online at Computers in Human Behavior, doi: 10.1016Behavior, doi: 10. /j.chb.2010 NOTICE: This is the author's version of a work accepted for publication by Elsevier. Changes resulting from the publishing process, including peer review, editing, corrections, structural formatting and other quality control mechanisms, may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. The definitive version has been published in Computers in Human Behavior, Volume 26, Issue 5, 2010. DOI: 10.1016/j.chb.2010 Comparing Narratives of Personal and Preferred Partner Characteristics in Online Dating Advertisements Elizabeth M. Morgan, Tamara C. Richards, and Emily M. VanNess Boise State University Abstract This study explored online personal ads of 294 heterosexual and homosexual men and women in the United States through a qualitative analysis and comparison of participant-generated "personal" and "preferred partner" narratives. Nine characteristics were identified and combined into three overarching categories: physical, lifestyle, and personality characteristics. These three personal and preferred partner characteristics were examined for difference by gender, sexual orientation, age and desired relationship type of the advertisers. Main effects emerged for all four predictors, most notably for age and desired relationship type. Additionally, this study explored the possibility that personal and preferred partner narratives contained similar constellations of characteristics, finding significant correlations on all three variables, lending support for the matching hypothesis in dating partner characteristics.
Keywords: Internet dating, gender differences, mate preferences, initiation of personal relationshipsTechnological innovations over the past ten years have produced a steep increase in the use of online dating websites, which have provided an efficient avenue for individuals seeking many different kinds of companionship (Gibbs, Ellison, & Heino, 2006; Hardey, 2004; Ellison, Heino, & Gibbs, 2006). Indeed, it has been estimated that over 20 million individuals access online dating websites every month (Online Dating Magazine, 2007) and that about half of adults in the United States report knowing at least one person who has dated someone they met online (PRWed.com, 2009). Diverse options of dating websites are available, based on special interests, orientations, and geographies (Arvidsson, 2006). These websites often allow participants to search for romantic partners based on demographic and personal characteristics such as gender, sexual orientation, age, ethnicity, religious affiliation, education, hobbies, and many other desired attributes. They provide fertile grou...