The role of social identity in niche online dating websites
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Abstract
Previous research has suggested individuals take a homogenous approach in selecting romantic partners. Specifically some researchers have suggested political partisanship could contribute to homogenous dating behaviors. However, little research has explored why individuals employ homogenous (or political homophily) dating behaviors and their role in initiating, developing, and sustaining romantic relationships. This is especially important to explore because researchers have indicated that political homogeneity can lead to political enclaves, increased polarization, and decreased political tolerance. Based on these prior findings, the current study proposed that social identity theory (SIT) and self-categorization theory (SCT) could explain how ingroup and outgroup social identification can lead to biased evaluations of others and the self, which ultimately contributes to homogenous dating behaviors. Specifically, the current study examined this relationship within an online dating context. It was purposed that when one’s social identity is made salient (i.e., niche dating websites) and ingroup prototypes are easily accessible (i.e., matched online profiles), this social identity becomes the dominant factor by which we evaluate and categorize potential partners. In order to examine this relationship, the researcher conducted an online survey experiment with a generalized convenience sample, where participants viewed a political affiliation designed dating website and a user’s profile, then reported on perceptions of trustworthiness, expectations of romantic satisfaction, self-esteem, willingness to date, and political attitudes. Results of this study suggested the salient social identity influenced biased evaluations of potential partners. Specifically, ingroup favoritism skewed perceptions of trustworthiness of potential romantic partners, which indirectly influenced expectations of relationship satisfaction and willingness to date. However, outgroup derogation did not influence perceptions of self-esteem or indirectly strengthen political attitudes, as prior research has indicated. The results of this study find support for homogenous dating behaviors, which are caused by ingroup-biased perceptions and might be limiting possible exposure to and socialization with people who hold other ideologies.