Relationshopping: Investigating the market metaphor in online dating
Abstract
In this manuscript we explore the ways in which the marketplace metaphor resonates with online dating participants and how this conceptual framework influences how they assess themselves, assess others, and make decisions about whom to pursue. Taking a metaphor approach enables us to highlight the ways in which participants’ language shapes their self-concept and interactions with potential partners. Qualitative analysis of in-depth interviews with 34 participants from a large online dating site revealed that the marketplace metaphor was salient for participants, who employed several strategies that reflected the assumptions underlying the marketplace perspective (including resisting the metaphor). We explore the implications of this metaphor for romantic relationship development, such as the objectification of potential partners.
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Apart from increased control of self-presentation, users of online dating sites also have access to a considerable number of potential dating partners, regardless of their proximity to each other.
“Apart from increased control of self-presentation, users of online dating sites also have access to a considerable number of potential dating partners (Finkel et al., 2012; Heino et al., 2010), regardless of their proximity to each other (Valkenburg & Peter, 2007).”
From Mobile Sexuality: Presentations of Young Filipinos in Dating Apps (2020) · cites this paper as Heino et al., 2010
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- Authors
- Heino, R. D., Ellison, N. B., & Gibbs, J. L.
- Affiliations
- Georgetown University (US)
- Michigan State University (US)
- Rutgers, The State University of New Jersey (US)
- Corresponding author
- Heino, Rebecca D.
- Venue
- Journal of Social and Personal Relationships
- Publisher
- SAGE Publications
- Published
- 2010-06
- Volume
- 27
- Issue
- 4
- Pages
- 427-447
- ISSN
- 0265-4075 (ISSN-L)
- 1460-3608
- OpenAlex
- W2126921554
- Cited by
- 284
- References
- 54
- Citations by year
- 2026: 17 · 2025: 17 · 2024: 25 · 2023: 22 · 2022: 33 · 2021: 17 · 2020: 26 · 2019: 29 · 2018: 20 · 2017: 16 · 2016: 13 · 2015: 10 · 2014: 12 · 2013: 12 · 2012: 2
- FWCI
- 11.30
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Social and Personal Relationships (publishedVersion)
- Topics
- Social Sciences › Psychology › Experimental and Cognitive Psychology › Language, Metaphor, and Cognition
- Social Sciences › Psychology › Social Psychology › Attachment and Relationship Dynamics
- Physical Sciences › Computer Science › Human-Computer Interaction › Innovative Human-Technology Interaction
- Keywords
- online dating, market metaphor, romantic relationships, self-concept, relationship decision-making, metaphor use
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