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Out of 100,000 randomly selected new users, researchers gave 50,000 free access to the anonymous browsing feature for a month, which allowed them to view profiles of other users without leaving telltale digital traces.The researchers expected the anonymity feature to lower social inhibitions—and it did.Jui Ramaprasad, an assistant professor of information systems at Mc Gill University’s Desautels Faculty of Management, explains the reason why: Women don’t like to send personal messages to initiate contact.In other words, she says, “We still see that women don’t make the first move.” Instead, they tend to send what the researchers call a “weak signal.” “Weak signaling is the ability to visit, or ‘check out,’ a potential mate’s profile so the potential mate knows the focal user visited,” according to the study.“So the anonymity feature doesn’t change things so much for men.” Experiments of this sort could be used in a range of online-matching platforms to help understand how to improve the consumer experience – though it’s important that the experiments be done ethically, the researchers say.“Even though people are willing to pay to become anonymous in online dating sites, we find that the feature is detrimental to the average users,” says Ravi Bapna, study coauthor and a professor at the University of Minnesota.

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Both men and women who pay a little extra to browse online dating sites anonymously get fewer matches, a new study shows.But that’s especially true for women who are often reluctant to make the first move.

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