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Why would virtual roses—which the participants all received for free—serve as an effective signal of interest?

If the problem of Internet dating is an infinity of options and cost-free ways of leading potential partners on (in the old days you needed to call someone to keep them interested; now a text or a quick IM may suffice), the solution may lie in imposing a cost on initiating an interaction with a prospective date.

But all else being equal, attaching a rose had a big effect on the chances of getting a date accepted.

Your chances of having your date request accepted increased by about 20 percent over rose-less proposals, which was the equivalent of moving from the lowest of three desirability categories to the middle one.

The patterns in proposals brought various familiar stereotypes out of the woodwork—men made nearly 50 percent more date offers than women, and despite receiving many more offers, women accepted fewer overall than did the men.

And of course participants that scored highly on the company’s desirability index (based on physical attractiveness, income, and other verifiable attributes) got a lot more dates than the homely and destitute.

He suggests that a better way of ensuring a partner isn’t playing the field is to make the relationship as similar as possible to the ones in the old, offline world.

Then, with offers in hand—some with roses attached, some without—daters could view suitors’ profiles and choose which ones to accept, up to a total of 10.

A yes resulted in the company sending a text message to each partner in the match with the other’s phone number.

Sadly, the roses also seemed to hand yet more power to the most desirable participants in the dating market.

The earliest economic theories of dating predicted that like would match with like, with the most desirable men and women pairing off, and so on down the line to matches between the least sought-after potential partners.

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Yagan reports that users have been known to monitor the login activity of love interests-in-progress to see if they’re spending a bit too much time on the site.

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