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href="whatsapp://send?text=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2F&title=Prof%20Talk%20%7C%20The%20algorithm%20of%20love&summary=Beneath%20dating%20apps%20lies%20a%20complex%20system%20that%20guides%20our%20choices.%20Who%20actually%20decides%20what%20profiles%20we%20get%20to%20see%3F%20What%20do%20Tinder%20and%20Netflix%20have%20in%20common%3F%20And%20do%20dating%20apps%20really%20help%20us%20find%20the%20love%20of%20our%20life%3F%20Cursor%20spoke%20with%20TU%2Fe%20Professor%20of%20Sociology%20of%20Technology%20and%20Innovation%20Chris%20Snijders%20about%20the%20invisible%20forces%20behind%20online%20dating.&source=Cursor" class="show-for-small-only" data-action="share/whatsapp/share" aria-label=""><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#whatsapp"/></svg></a><a href="https://web.whatsapp.com/send?text=Prof%20Talk%20%7C%20The%20algorithm%20of%20love https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2F" target="_blank" class="show-for-medium" data-action="share/whatsapp/share" aria-label=""><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#whatsapp"/></svg></a></li></ul><h1 class="article__title"> Prof Talk | The algorithm of love </h1><p class="article__subtitle"> TU/e researcher Chris Snijders unravels the secrets of dating apps </p><p>Beneath dating apps lies a complex system that guides our choices. Who actually decides what profiles we get to see? What do Tinder and Netflix have in common? And do dating apps really help us find the love of our life? Cursor spoke with TU/e Professor of Sociology of Technology and Innovation Chris Snijders about the invisible forces behind online dating.</p><div class="longread-authors"><address> by <span itemprop="author" itemscope itemtype="http://schema.org/Person"><a href="/en/the-editorial-staff/martina-silbrnikova/" rel="author" itemprop="url"><span itemprop="name"> Martina Silbrníková </span></a></span></address> photo <span> elenabs / iStock </span></div></div></div></header><div class="grid-container"><div id="c44518" class="frame frame-default frame-type-textpic frame-layout-0 content-breakout-none"><a id="c44592"></a><div class="ce-textpic ce-right ce-intext"><div class="ce-gallery" data-ce-columns="1" data-ce-images="1"><div class="ce-row"><div class="ce-column"><figure class="image"><a href="/fileadmin/user_upload/nieuws/2025/02-februari/week_2/chris_snijders_Angeline_Swinkels.jpg" data-magnific="gallery" title="Chris Snijders. Photo | Angeline Swinkels" /><img class="image-embed-item" src="/fileadmin/_processed_/b/7/csm_chris_snijders_Angeline_Swinkels_cb76ff74c5.jpg" width="240" height="280" loading="lazy" alt="" /></a><figcaption class="image-caption"> Chris Snijders. Photo | Angeline Swinkels </figcaption></figure></div></div></div><div class="ce-bodytext"><p>The search for love has changed dramatically in recent years. While you used to meet someone at a sports club or while going out, that first meeting now increasingly takes place in the digital world. With dating apps like Tinder, Bumble, and Happn, you effortlessly swipe through hundreds of potential matches from the comfort of your own living room. But how do these apps actually work? What’s going on in the background? And do these technologies bring us closer to true love, or are they just stringing us along? Cursor put these questions to Chris Snijders, TU/e professor within the Human-Technology Interaction group at the Department of Industrial Engineering and Innovation Sciences.</p><p>“In this research group, we study how people interact with technology and how we can influence that interaction in such a way that technology and humans work together optimally,” Snijders says.</p></div></div></div><div id="c44519" class="frame frame-default frame-type-cursorsite_quote frame-layout-0 content-breakout-none"><a id="c44593"></a><blockquote><p>Just as Netflix recommends a movie to you, Tinder determines which profiles you get to see</p><footer><cite> Chris Snijders <br /> TU/e professor of Sociology of Technology and Innovation </cite><ul class="element-share background"><li><a href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2Fshare.html%3Ftx_cursorsite%255Buid%255D%3D44519%26cHash%3D0c1f8cfbc77c7fa39a68e2c5a067868c" data-dialog aria-label="Share this article on Facebook"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#facebook" /></svg></a></li><li><a href="https://twitter.com/intent/tweet?text=Quote%3A%20Just%20as%20Netflix%20recommends%20a%20movie%20to%20you%2C%20Tinder%20determines%20which%20profiles%20you%20get%20to%20see.%20By%3A%20Chris%20Snijders%20-%20TU%2Fe%20professor%20of%20Sociology%20of%20Technology%20and%20Innovation&url=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2Fshare.html%3Ftx_cursorsite%255Buid%255D%3D44519%26cHash%3D0c1f8cfbc77c7fa39a68e2c5a067868c&via=tuecursor" data-dialog aria-label="Tweet about this article on Twitter"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#twitter" /></svg></a></li><li><a href="https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2Fshare.html%3Ftx_cursorsite%255Buid%255D%3D44519%26cHash%3D0c1f8cfbc77c7fa39a68e2c5a067868c&title=Quote%3A%20Just%20as%20Netflix%20recommends%20a%20movie%20to%20you%2C%20Tinder%20determines%20which%20profiles%20you%20get%20to%20see&summary=By%3A%20Chris%20Snijders%20-%20TU%2Fe%20professor%20of%20Sociology%20of%20Technology%20and%20Innovation&source=Cursor" data-dialog aria-label="Share this article on LinkedIn"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#linkedin" /></svg></a></li><li><a href="mailto:?body=https://www.cursor.tue.nl/en/background/2025/februari/week-2/prof-talk-the-algorithm-of-love/#c44519%0A%0ABy%3A%20Chris%20Snijders%20-%20TU%2Fe%20professor%20of%20Sociology%20of%20Technology%20and%20Innovation&subject=Quote%3A%20Just%20as%20Netflix%20recommends%20a%20movie%20to%20you%2C%20Tinder%20determines%20which%20profiles%20you%20get%20to%20see" aria-label="Mail this article to a friend"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#mail" /></svg></a></li></ul></footer></blockquote></div><div id="c44520" class="frame frame-default frame-type-text frame-layout-0 content-breakout-none"><a id="c44594"></a><h5>Just like Netflix</h5><p>“I’m not a dating app expert,” he says right away. “But what happens behind the scenes there isn’t all that different from how, for example, popular streaming services work. Just as Netflix recommends a movie to you, Tinder determines which profiles you get to see – the principle is the same.”</p><p>There are countless dating apps and websites, and their methods may differ, but they fundamentally revolve around the same two things, he says. First, they actually do try to connect you to someone, if only to show that the app works and to attract new users. Second, they want to retain users as long as possible. So on the one hand, they need to provide fun matches – because that’s why people came, after all. But on the other hand, they don’t want users to find true love too quickly and leave the app. So they try to create an ideal balance between those interests.</p></div><div id="c44521" class="frame frame-default frame-type-text frame-layout-0 content-breakout-none"><a id="c44595"></a><h5>Strung along</h5><p>To find that perfect match for you, many dating apps first gather as much information about you as possible. What is your educational background? What do you like to do in your free time? What are you looking for in a partner? Based on this data, profiles are selected and presented to you. In addition, apps like Tinder meticulously track which profiles you swipe left or right. This allows the algorithm to increasingly determine which profiles are a match for you.</p><p>In so doing, however, the app also learns which profiles are popular because they receive a lot of likes. It cleverly takes advantage of this by offering up those profiles more often – after all, they know you’re likely to respond positively to anything that’s already been very successful with other users. “It’s similar to how Netflix highlights popular movies and series on your homepage,” Snijders says.</p></div><div id="c44522" class="frame frame-default frame-type-cursorsite_quote frame-layout-0 content-breakout-none"><a id="c44596"></a><blockquote><p>The trick – seen from the app developers’ perspective – is to provide you with just enough good matches to stop you from quitting</p><footer><cite> Chris Snijders <br /> TU/e professor of Sociology of Technology and Innovation </cite><ul class="element-share background"><li><a href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2Fshare.html%3Ftx_cursorsite%255Buid%255D%3D44522%26cHash%3D7c9427f607cb2e1975c285d257fdc582" data-dialog aria-label="Share this article on Facebook"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#facebook" /></svg></a></li><li><a href="https://twitter.com/intent/tweet?text=Quote%3A%20The%20trick%20%E2%80%93%20seen%20from%20the%20app%20developers%E2%80%99%20perspective%20%E2%80%93%20is%20to%20provide%20you%20with%20just%20enough%20good%20matches%20to%20stop%20you%20from%20quitting.%20By%3A%20Chris%20Snijders%20-%20TU%2Fe%20professor%20of%20Sociology%20of%20Technology%20and%20Innovation&url=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2Fshare.html%3Ftx_cursorsite%255Buid%255D%3D44522%26cHash%3D7c9427f607cb2e1975c285d257fdc582&via=tuecursor" data-dialog aria-label="Tweet about this article on Twitter"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#twitter" /></svg></a></li><li><a href="https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2Fshare.html%3Ftx_cursorsite%255Buid%255D%3D44522%26cHash%3D7c9427f607cb2e1975c285d257fdc582&title=Quote%3A%20The%20trick%20%E2%80%93%20seen%20from%20the%20app%20developers%E2%80%99%20perspective%20%E2%80%93%20is%20to%20provide%20you%20with%20just%20enough%20good%20matches%20to%20stop%20you%20from%20quitting&summary=By%3A%20Chris%20Snijders%20-%20TU%2Fe%20professor%20of%20Sociology%20of%20Technology%20and%20Innovation&source=Cursor" data-dialog aria-label="Share this article on LinkedIn"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#linkedin" /></svg></a></li><li><a href="mailto:?body=https://www.cursor.tue.nl/en/background/2025/februari/week-2/prof-talk-the-algorithm-of-love/#c44522%0A%0ABy%3A%20Chris%20Snijders%20-%20TU%2Fe%20professor%20of%20Sociology%20of%20Technology%20and%20Innovation&subject=Quote%3A%20The%20trick%20%E2%80%93%20seen%20from%20the%20app%20developers%E2%80%99%20perspective%20%E2%80%93%20is%20to%20provide%20you%20with%20just%20enough%20good%20matches%20to%20stop%20you%20from%20quitting" aria-label="Mail this article to a friend"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#mail" /></svg></a></li></ul></footer></blockquote></div><div id="c44523" class="frame frame-default frame-type-text frame-layout-0 content-breakout-none"><a id="c44597"></a><p>This technique is especially effective when people are just new to the dating site or app. “That’s when you want to present them with something attractive right away to get them hooked,” Snijders explains. “The users have to get the feeling that they stand to gain something. After all, if people have a nice experience with the app right at the start, they’re more likely to stay.”</p><p>“If you’re on it longer, you’ll find that the ‘beginner’s luck’ subsides a bit,” he continues. “You will then have to wait longer and longer for a nice match.” So the dating apps use the same information to actually get you a nice match, but also to keep you using the app. “The trick – seen from the app developers’ perspective – is to provide you with just enough good matches to stop you from quitting. To achieve that, they manipulate things a bit, stringing you along,” Snijders says.</p></div><div id="c44524" class="frame frame-default frame-type-cursorsite_quote frame-layout-0 content-breakout-none"><a id="c44598"></a><blockquote><p>If you keep swiping blonde women to the right, Tinder recognizes this pattern as your preference</p><footer><cite> Chris Snijders <br /> TU/e professor of Sociology of Technology and Innovation </cite><ul class="element-share background"><li><a href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2Fshare.html%3Ftx_cursorsite%255Buid%255D%3D44524%26cHash%3D63057070c0c0d94c1f8a2265572067c1" data-dialog aria-label="Share this article on Facebook"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#facebook" /></svg></a></li><li><a href="https://twitter.com/intent/tweet?text=Quote%3A%20If%20you%20keep%20swiping%20blonde%20women%20to%20the%20right%2C%20Tinder%20recognizes%20this%20pattern%20as%20your%20preference.%20By%3A%20Chris%20Snijders%20-%20TU%2Fe%20professor%20of%20Sociology%20of%20Technology%20and%20Innovation&url=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2Fshare.html%3Ftx_cursorsite%255Buid%255D%3D44524%26cHash%3D63057070c0c0d94c1f8a2265572067c1&via=tuecursor" data-dialog aria-label="Tweet about this article on Twitter"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#twitter" /></svg></a></li><li><a href="https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2Fshare.html%3Ftx_cursorsite%255Buid%255D%3D44524%26cHash%3D63057070c0c0d94c1f8a2265572067c1&title=Quote%3A%20If%20you%20keep%20swiping%20blonde%20women%20to%20the%20right%2C%20Tinder%20recognizes%20this%20pattern%20as%20your%20preference&summary=By%3A%20Chris%20Snijders%20-%20TU%2Fe%20professor%20of%20Sociology%20of%20Technology%20and%20Innovation&source=Cursor" data-dialog aria-label="Share this article on LinkedIn"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#linkedin" /></svg></a></li><li><a href="mailto:?body=https://www.cursor.tue.nl/en/background/2025/februari/week-2/prof-talk-the-algorithm-of-love/#c44524%0A%0ABy%3A%20Chris%20Snijders%20-%20TU%2Fe%20professor%20of%20Sociology%20of%20Technology%20and%20Innovation&subject=Quote%3A%20If%20you%20keep%20swiping%20blonde%20women%20to%20the%20right%2C%20Tinder%20recognizes%20this%20pattern%20as%20your%20preference" aria-label="Mail this article to a friend"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#mail" /></svg></a></li></ul></footer></blockquote></div><div id="c44525" class="frame frame-default frame-type-textpic frame-layout-0 content-breakout-none"><a id="c44599"></a><div class="ce-textpic ce-center ce-below"><div class="ce-bodytext"><h5>Collaborative filtering</h5><p>“Another technique that dating apps often use is ‘collaborative filtering’,” he says. “This allows the apps to make personalized recommendations based on the preferences and behaviors of other users.” To do that, the app first gathers a lot of information about users’ preferences based on their swiping behavior. “For example, if you keep swiping blonde women to the right, Tinder recognizes this pattern as your preference,” Snijders explains. “But if your swiping behavior resembles that of another user, then the app can also try to suggest matches to you that that other user also found attractive.” Based on the similarities found, the app can predict which profiles you are likely to like. This works similar to how Netflix makes personalized suggestions based on what other users with the same viewing habits liked.</p><p>This system gets smarter and smarter as you use the app. The more you swipe, the more the algorithm learns about your preferences and behaviors. As a result, recommendations become increasingly personal and accurate, based on similar choices made by other users.</p></div><div class="ce-gallery" data-ce-columns="1" data-ce-images="1"><div class="ce-outer"><div class="ce-inner"><div class="ce-row"><div class="ce-column"><figure class="image"><a href="/fileadmin/user_upload/nieuws/2025/02-februari/week_2/iStock-FilippoBacci.jpg" data-magnific="gallery" title="Image | FilippoBacci / iStock" /><img class="image-embed-item" src="/fileadmin/_processed_/c/1/csm_iStock-FilippoBacci_ce593e9310.jpg" width="590" height="393" loading="lazy" alt="" /></a><figcaption class="image-caption"> Image | FilippoBacci / iStock </figcaption></figure></div></div></div></div></div></div></div><div id="c44528" class="frame frame-default frame-type-text frame-layout-0 content-breakout-none"><a id="c44600"></a><h5>Polishing reality</h5><p>Because these apps provide a fun user experience and lots of interaction, they also attract people who aren’t necessarily looking for a serious relationship. “Whereas people used to use contact ads with one clear goal – to find a life partner – users of dating apps today have a variety of motives,” Snijders says. Some just want to test the waters or see what’s out there; others see swiping as a form of entertainment. “Just as some people mindlessly scroll through TikTok, others spend an evening swiping on Tinder with no serious intentions.” This makes it harder to discern who’s really looking for a serious match. While some are just looking for entertainment, others are genuinely excited about a match and feel disappointed when it comes to nothing.</p></div><div id="c44527" class="frame frame-default frame-type-cursorsite_quote frame-layout-0 content-breakout-none"><a id="c44601"></a><blockquote><p>If you open a dating app, you may get the impression that everyone is handsome, successful, and outgoing</p><footer><cite> Chris Snijders <br /> TU/e professor of Sociology of Technology and Innovation </cite><ul class="element-share background"><li><a href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2Fshare.html%3Ftx_cursorsite%255Buid%255D%3D44527%26cHash%3De4cb665307593892601769eca433adeb" data-dialog aria-label="Share this article on Facebook"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#facebook" /></svg></a></li><li><a href="https://twitter.com/intent/tweet?text=Quote%3A%20If%20you%20open%20a%20dating%20app%2C%20you%20may%20get%20the%20impression%20that%20everyone%20is%20handsome%2C%20successful%2C%20and%20outgoing.%20By%3A%20Chris%20Snijders%20-%20TU%2Fe%20professor%20of%20Sociology%20of%20Technology%20and%20Innovation&url=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2Fshare.html%3Ftx_cursorsite%255Buid%255D%3D44527%26cHash%3De4cb665307593892601769eca433adeb&via=tuecursor" data-dialog aria-label="Tweet about this article on Twitter"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#twitter" /></svg></a></li><li><a href="https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2Fshare.html%3Ftx_cursorsite%255Buid%255D%3D44527%26cHash%3De4cb665307593892601769eca433adeb&title=Quote%3A%20If%20you%20open%20a%20dating%20app%2C%20you%20may%20get%20the%20impression%20that%20everyone%20is%20handsome%2C%20successful%2C%20and%20outgoing&summary=By%3A%20Chris%20Snijders%20-%20TU%2Fe%20professor%20of%20Sociology%20of%20Technology%20and%20Innovation&source=Cursor" data-dialog aria-label="Share this article on LinkedIn"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#linkedin" /></svg></a></li><li><a href="mailto:?body=https://www.cursor.tue.nl/en/background/2025/februari/week-2/prof-talk-the-algorithm-of-love/#c44527%0A%0ABy%3A%20Chris%20Snijders%20-%20TU%2Fe%20professor%20of%20Sociology%20of%20Technology%20and%20Innovation&subject=Quote%3A%20If%20you%20open%20a%20dating%20app%2C%20you%20may%20get%20the%20impression%20that%20everyone%20is%20handsome%2C%20successful%2C%20and%20outgoing" aria-label="Mail this article to a friend"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#mail" /></svg></a></li></ul></footer></blockquote></div><div id="c44530" class="frame frame-default frame-type-textpic frame-layout-0 content-breakout-none"><a id="c44602"></a><div class="ce-textpic ce-center ce-below"><div class="ce-bodytext"><p>Moreover, it’s much easier to paint a different picture of yourself online than in an old-fashioned contact ad. People may pretend to be younger, taller, or better educated than they really are. Profile pictures are also not always a fair representation: the photos may be outdated or enhanced with beauty filters. “Almost everyone polishes reality a bit,” Snijders says. “That’s why, if you open a dating app, you may get the impression that everyone is handsome, successful and outgoing – an effect we also know from social media.” People deal with this in different ways. Some see it as a luxury problem: how nice, so many beautiful people to choose from. Others, on the other hand, become discouraged: everyone seems perfect except for me – how can I ever be one of them?</p><p>The app itself can also influence how users are presented, Snijders points out. “If you have five pictures on your profile, the app can use data to determine which one is the most successful and show that one first. So you set up your profile yourself, but have no control over how it ends up being shown to others.” This may seem like a subtle intervention, but it raises the question of how far such an app can go in this respect. What if the app – unbeknownst to you – enhances your photos with beauty filters to make you more attractive? “Then we’d suddenly find it a lot more questionable,” says Snijders.</p></div><div class="ce-gallery" data-ce-columns="2" data-ce-images="6"><div class="ce-outer"><div class="ce-inner"><div class="ce-row"><div class="ce-column"><figure class="image"><a href="/fileadmin/user_upload/nieuws/2025/02-februari/week_2/advertentie_2.jpg" data-magnific="gallery" title="" /><img class="image-embed-item" src="/fileadmin/_processed_/9/d/csm_advertentie_2_abf87828e5.jpg" width="290" height="117" loading="lazy" alt="" /></a></figure></div><div class="ce-column"><figure class="image"><a href="/fileadmin/user_upload/nieuws/2025/02-februari/week_2/advertentie_3.jpg" data-magnific="gallery" title="" /><img class="image-embed-item" src="/fileadmin/_processed_/1/7/csm_advertentie_3_30138c5c40.jpg" width="290" height="145" loading="lazy" alt="" /></a></figure></div></div><div class="ce-row"><div class="ce-column"><figure class="image"><a href="/fileadmin/user_upload/nieuws/2025/02-februari/week_2/advertentie_4.jpg" data-magnific="gallery" title="" /><img class="image-embed-item" src="/fileadmin/_processed_/a/d/csm_advertentie_4_4ca86cd38d.jpg" width="290" height="116" loading="lazy" alt="" /></a></figure></div><div class="ce-column"><figure class="image"><a href="/fileadmin/user_upload/nieuws/2025/02-februari/week_2/advertentie_5.jpg" data-magnific="gallery" title="" /><img class="image-embed-item" src="/fileadmin/_processed_/5/1/csm_advertentie_5_38af0e050f.jpg" width="290" height="103" loading="lazy" alt="" /></a></figure></div></div><div class="ce-row"><div class="ce-column"><figure class="image"><a href="/fileadmin/user_upload/nieuws/2025/02-februari/week_2/advertentie_6.jpg" data-magnific="gallery" title="" /><img class="image-embed-item" src="/fileadmin/_processed_/5/e/csm_advertentie_6_802bb89194.jpg" width="290" height="138" loading="lazy" alt="" /></a></figure></div><div class="ce-column"><figure class="image"><a href="/fileadmin/user_upload/nieuws/2025/02-februari/week_2/contactadvertentie_1.jpg" data-magnific="gallery" title="Contact ads in the Limburgsch Dagblad regional newspaper, June 14, 1947 (click to enlarge). Clippings | Delpher" /><img class="image-embed-item" src="/fileadmin/_processed_/5/9/csm_contactadvertentie_1_771ee817af.jpg" width="290" height="116" loading="lazy" alt="" /></a><figcaption class="image-caption"> Contact ads in the Limburgsch Dagblad regional newspaper, June 14, 1947 (click to enlarge). Clippings | Delpher </figcaption></figure></div></div></div></div></div></div></div><div id="c44531" class="frame frame-default frame-type-cursorsite_quote frame-layout-0 content-breakout-none"><a id="c44603"></a><blockquote><p>Just as you keep opening Instagram to see if someone liked your photo, you feel the urge to check if you have a new match</p><footer><cite> Chris Snijders <br /> TU/e professor of Sociology of Technology and Innovation </cite><ul class="element-share background"><li><a href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2Fshare.html%3Ftx_cursorsite%255Buid%255D%3D44531%26cHash%3D601eeab61dca218ec228c4fc1528e0f6" data-dialog aria-label="Share this article on Facebook"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#facebook" /></svg></a></li><li><a href="https://twitter.com/intent/tweet?text=Quote%3A%20Just%20as%20you%20keep%20opening%20Instagram%20to%20see%20if%20someone%20liked%20your%20photo%2C%20you%20feel%20the%20urge%20to%20check%20if%20you%20have%20a%20new%20match.%20By%3A%20Chris%20Snijders%20-%20TU%2Fe%20professor%20of%20Sociology%20of%20Technology%20and%20Innovation&url=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2Fshare.html%3Ftx_cursorsite%255Buid%255D%3D44531%26cHash%3D601eeab61dca218ec228c4fc1528e0f6&via=tuecursor" data-dialog aria-label="Tweet about this article on Twitter"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#twitter" /></svg></a></li><li><a href="https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2Fshare.html%3Ftx_cursorsite%255Buid%255D%3D44531%26cHash%3D601eeab61dca218ec228c4fc1528e0f6&title=Quote%3A%20Just%20as%20you%20keep%20opening%20Instagram%20to%20see%20if%20someone%20liked%20your%20photo%2C%20you%20feel%20the%20urge%20to%20check%20if%20you%20have%20a%20new%20match&summary=By%3A%20Chris%20Snijders%20-%20TU%2Fe%20professor%20of%20Sociology%20of%20Technology%20and%20Innovation&source=Cursor" data-dialog aria-label="Share this article on LinkedIn"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#linkedin" /></svg></a></li><li><a href="mailto:?body=https://www.cursor.tue.nl/en/background/2025/februari/week-2/prof-talk-the-algorithm-of-love/#c44531%0A%0ABy%3A%20Chris%20Snijders%20-%20TU%2Fe%20professor%20of%20Sociology%20of%20Technology%20and%20Innovation&subject=Quote%3A%20Just%20as%20you%20keep%20opening%20Instagram%20to%20see%20if%20someone%20liked%20your%20photo%2C%20you%20feel%20the%20urge%20to%20check%20if%20you%20have%20a%20new%20match" aria-label="Mail this article to a friend"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#mail" /></svg></a></li></ul></footer></blockquote></div><div id="c44532" class="frame frame-default frame-type-textpic frame-layout-0 content-breakout-none"><a id="c44604"></a><div class="ce-textpic ce-center ce-below"><div class="ce-bodytext"><h5>Addictive</h5><p>Another problematic aspect of online dating is that the endless search for ‘the one’ can be addictive. Getting a match can feel just as good as getting a like on Instagram. It’s a small moment of affirmation that keeps users coming back again and again. “Just as you keep opening Instagram to see if someone liked your photo, you feel the urge to check if you have a new match,” Snijders said.</p><p>But the addictive effect goes beyond that. The app plays into an almost magnetic curiosity: is there maybe an even better match for me somewhere? Every time you open the app, you hope for a nice match, and if you were ‘rewarded’ with a nice interaction in the past, you want to repeat that success. This creates a vicious cycle that drives repeated use.</p><p>.</p></div><div class="ce-gallery" data-ce-columns="1" data-ce-images="1"><div class="ce-outer"><div class="ce-inner"><div class="ce-row"><div class="ce-column"><figure class="image"><a href="/fileadmin/_processed_/f/f/csm_iStock-Jacob_Wackerhausen_0cdafd8383.jpg" data-magnific="gallery" title="Image | Jacob_Wackerhausen / iStock" /><img class="image-embed-item" src="/fileadmin/_processed_/f/f/csm_iStock-Jacob_Wackerhausen_3a5887902e.jpg" width="590" height="358" loading="lazy" alt="" /></a><figcaption class="image-caption"> Image | Jacob_Wackerhausen / iStock </figcaption></figure></div></div></div></div></div></div></div><div id="c44533" class="frame frame-default frame-type-text frame-layout-0 content-breakout-none"><a id="c44605"></a><p>This type of addictive behavior is often explained by ‘variable ratio reinforcement’, a concept from psychology. It refers to a reward system in which the frequency of rewards varies, and the user doesn’t exactly know when the reward will come. Instead of always being rewarded after a fixed number of attempts, as with fixed ratio, you get the reward after a random number of actions.</p><p>A well-known example of variable ratio reinforcement is the use of slot machines in casinos. You don’t know exactly how many times you need to play to win, but as the rewards do arrive at random times, you tend to keep playing. Similarly, you can keep swiping in the hope that you will eventually meet someone you like, but you have no idea how many tries it will take to do so, which motivates you to keep going.</p></div><div id="c44534" class="frame frame-default frame-type-cursorsite_quote frame-layout-0 content-breakout-none"><a id="c44606"></a><blockquote><p>It’s never really over – there will always be new potential matches to swipe through</p><footer><cite> Chris Snijders <br /> TU/e professor of Sociology of Technology and Innovation </cite><ul class="element-share background"><li><a href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2Fshare.html%3Ftx_cursorsite%255Buid%255D%3D44534%26cHash%3D42ab5936b681670ed68998f4ad7d6ab8" data-dialog aria-label="Share this article on Facebook"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#facebook" /></svg></a></li><li><a href="https://twitter.com/intent/tweet?text=Quote%3A%20It%E2%80%99s%20never%20really%20over%20%E2%80%93%20there%20will%20always%20be%20new%20potential%20matches%20to%20swipe%20through.%20By%3A%20Chris%20Snijders%20-%20TU%2Fe%20professor%20of%20Sociology%20of%20Technology%20and%20Innovation&url=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2Fshare.html%3Ftx_cursorsite%255Buid%255D%3D44534%26cHash%3D42ab5936b681670ed68998f4ad7d6ab8&via=tuecursor" data-dialog aria-label="Tweet about this article on Twitter"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#twitter" /></svg></a></li><li><a href="https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2Fshare.html%3Ftx_cursorsite%255Buid%255D%3D44534%26cHash%3D42ab5936b681670ed68998f4ad7d6ab8&title=Quote%3A%20It%E2%80%99s%20never%20really%20over%20%E2%80%93%20there%20will%20always%20be%20new%20potential%20matches%20to%20swipe%20through&summary=By%3A%20Chris%20Snijders%20-%20TU%2Fe%20professor%20of%20Sociology%20of%20Technology%20and%20Innovation&source=Cursor" data-dialog aria-label="Share this article on LinkedIn"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#linkedin" /></svg></a></li><li><a href="mailto:?body=https://www.cursor.tue.nl/en/background/2025/februari/week-2/prof-talk-the-algorithm-of-love/#c44534%0A%0ABy%3A%20Chris%20Snijders%20-%20TU%2Fe%20professor%20of%20Sociology%20of%20Technology%20and%20Innovation&subject=Quote%3A%20It%E2%80%99s%20never%20really%20over%20%E2%80%93%20there%20will%20always%20be%20new%20potential%20matches%20to%20swipe%20through" aria-label="Mail this article to a friend"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#mail" /></svg></a></li></ul></footer></blockquote></div><div id="c44535" class="frame frame-default frame-type-text frame-layout-0 content-breakout-none"><a id="c44607"></a><h5>Choice stress</h5><p>As the apps sometimes function based on location and only search within a certain radius, the options are also constantly changing. “Those on vacation in Spain will suddenly see different profiles. And those who’ve already seen everyone in Eindhoven can try again elsewhere,” Snijders says. “It’s never really over – there will always be new potential matches to swipe through.”</p><p>More choice than ever doesn’t necessarily mean the search for true love becomes any easier, Snijders says. “It’s a double-edged sword: such a huge supply has both advantages and disadvantages.” On the one hand, people with a niche interest, a non-mainstream lifestyle, or specific views may have an easier time finding a match that they wouldn’t be as likely to meet in everyday life. But for others, the whole thing is rather overwhelming. “Some are so stressed out by the amount of options they become paralyzed and keep endlessly browsing because they don’t dare to make a decision.”</p></div><div id="c44536" class="frame frame-default frame-type-text frame-layout-0 content-breakout-none"><a id="c44608"></a><h5>Healthy dose of suspicion</h5><p>If we look at all the pros and cons, what’s the conclusion? The question arises: do dating apps help us in the search for true love, or do they actually make it more complicated? “You can’t give an unequivocal answer to this,” Snijders responds. “The only thing we can say with certainty is that dating has become very different because of these apps, whether you are happy with this or not.” An app might just help you find the love of your life. At the same time, it’s important to have a good understanding of how these apps work and to handle them with care, he emphasizes. “Above all, you have to realize that these apps have interests that can sometimes conflict with yours,” he warns.</p></div><div id="c44537" class="frame frame-default frame-type-cursorsite_quote frame-layout-0 content-breakout-none"><a id="c44609"></a><blockquote><p>The app developers can do many things that we may frown upon, but that are perfectly fine from a purely legal standpoint</p><footer><cite> Chris Snijders <br /> TU/e professor of Sociology of Technology and Innovation </cite><ul class="element-share background"><li><a href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2Fshare.html%3Ftx_cursorsite%255Buid%255D%3D44537%26cHash%3D459ec093a1d0cc836d85fecd591aabb5" data-dialog aria-label="Share this article on Facebook"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#facebook" /></svg></a></li><li><a href="https://twitter.com/intent/tweet?text=Quote%3A%20The%20app%20developers%20can%20do%20many%20things%20that%20we%20may%20frown%20upon%2C%20but%20that%20are%20perfectly%20fine%20from%20a%20purely%20legal%20standpoint.%20By%3A%20Chris%20Snijders%20-%20TU%2Fe%20professor%20of%20Sociology%20of%20Technology%20and%20Innovation&url=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2Fshare.html%3Ftx_cursorsite%255Buid%255D%3D44537%26cHash%3D459ec093a1d0cc836d85fecd591aabb5&via=tuecursor" data-dialog aria-label="Tweet about this article on Twitter"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#twitter" /></svg></a></li><li><a href="https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2Fshare.html%3Ftx_cursorsite%255Buid%255D%3D44537%26cHash%3D459ec093a1d0cc836d85fecd591aabb5&title=Quote%3A%20The%20app%20developers%20can%20do%20many%20things%20that%20we%20may%20frown%20upon%2C%20but%20that%20are%20perfectly%20fine%20from%20a%20purely%20legal%20standpoint&summary=By%3A%20Chris%20Snijders%20-%20TU%2Fe%20professor%20of%20Sociology%20of%20Technology%20and%20Innovation&source=Cursor" data-dialog aria-label="Share this article on LinkedIn"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#linkedin" /></svg></a></li><li><a href="mailto:?body=https://www.cursor.tue.nl/en/background/2025/februari/week-2/prof-talk-the-algorithm-of-love/#c44537%0A%0ABy%3A%20Chris%20Snijders%20-%20TU%2Fe%20professor%20of%20Sociology%20of%20Technology%20and%20Innovation&subject=Quote%3A%20The%20app%20developers%20can%20do%20many%20things%20that%20we%20may%20frown%20upon%2C%20but%20that%20are%20perfectly%20fine%20from%20a%20purely%20legal%20standpoint" aria-label="Mail this article to a friend"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#mail" /></svg></a></li></ul></footer></blockquote></div><div id="c44538" class="frame frame-default frame-type-text frame-layout-0 content-breakout-none"><a id="c44610"></a><p>An example of what can go wrong if we blindly trust dating apps is given in the documentary <em>Ashley Madison: Sex, Lies & Scandal</em>, available on Netflix. This documentary explores the scandal surrounding the Ashley Madison website, a platform for extramarital relationships. Many female profiles on this site turned out to be chatbots designed to seduce and keep male users involved. “Those women, of course, never wanted to meet, because they didn’t exist at all, but the men, meanwhile, were willing to pay to stay in the conversation with them,” Snijders explains. This scandal led to much discussion about ethics and transparency in the online dating world.</p><p>There is no easy solution to address these concerns. The legal line between what’s acceptable and what isn’t lies somewhere in the distance, and is difficult to bring into focus. “The app developers can do many things that we may frown upon, but that are perfectly fine from a purely legal standpoint,” Snijders says. Moreover, they are reluctant to share exactly how their algorithms work.</p><p>He says it is wise to have a healthy dose of suspicion – both with regard to the app, which can manipulate you, and to its users who can pose as something they’re not or have the wrong intentions. “It’s good to be a little cautious and take everything you come across online with a grain of salt,” he concludes. </p></div><div><p> Share this article </p><ul class="article-share horizontal"><li><a href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2F" data-dialog aria-label="Share this article on Facebook"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg?v2#facebook-regular" /></svg></a></li><li><a href="https://twitter.com/intent/tweet?text=Prof%20Talk%20%7C%20The%20algorithm%20of%20love&url=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2F&via=tuecursor" data-dialog aria-label="Tweet about this article on Twitter"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#twitter-regular" /></svg></a></li><li><a href="https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2F&title=Prof%20Talk%20%7C%20The%20algorithm%20of%20love&summary=Beneath%20dating%20apps%20lies%20a%20complex%20system%20that%20guides%20our%20choices.%20Who%20actually%20decides%20what%20profiles%20we%20get%20to%20see%3F%20What%20do%20Tinder%20and%20Netflix%20have%20in%20common%3F%20And%20do%20dating%20apps%20really%20help%20us%20find%20the%20love%20of%20our%20life%3F%20Cursor%20spoke%20with%20TU%2Fe%20Professor%20of%20Sociology%20of%20Technology%20and%20Innovation%20Chris%20Snijders%20about%20the%20invisible%20forces%20behind%20online%20dating.&source=Cursor" data-dialog aria-label="Share this article on LinkedIn"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg?v2#linkedin-font" /></svg></a></li><li><a href="mailto:?body=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2F%0A%0ABeneath%20dating%20apps%20lies%20a%20complex%20system%20that%20guides%20our%20choices.%20Who%20actually%20decides%20what%20profiles%20we%20get%20to%20see%3F%20What%20do%20Tinder%20and%20Netflix%20have%20in%20common%3F%20And%20do%20dating%20apps%20really%20help%20us%20find%20the%20love%20of%20our%20life%3F%20Cursor%20spoke%20with%20TU%2Fe%20Professor%20of%20Sociology%20of%20Technology%20and%20Innovation%20Chris%20Snijders%20about%20the%20invisible%20forces%20behind%20online%20dating.&subject=Prof%20Talk%20%7C%20The%20algorithm%20of%20love" aria-label="Mail this article to a friend"><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#mail-regular" /></svg></a></li><li><a href="whatsapp://send?text=https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2F&title=Prof%20Talk%20%7C%20The%20algorithm%20of%20love&summary=Beneath%20dating%20apps%20lies%20a%20complex%20system%20that%20guides%20our%20choices.%20Who%20actually%20decides%20what%20profiles%20we%20get%20to%20see%3F%20What%20do%20Tinder%20and%20Netflix%20have%20in%20common%3F%20And%20do%20dating%20apps%20really%20help%20us%20find%20the%20love%20of%20our%20life%3F%20Cursor%20spoke%20with%20TU%2Fe%20Professor%20of%20Sociology%20of%20Technology%20and%20Innovation%20Chris%20Snijders%20about%20the%20invisible%20forces%20behind%20online%20dating.&source=Cursor" class="show-for-small-only" data-action="share/whatsapp/share" aria-label=""><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#whatsapp"/></svg></a><a href="https://web.whatsapp.com/send?text=Prof%20Talk%20%7C%20The%20algorithm%20of%20love https%3A%2F%2Fwww.cursor.tue.nl%2Fen%2Fbackground%2F2025%2Ffebruari%2Fweek-2%2Fprof-talk-the-algorithm-of-love%2F" target="_blank" class="show-for-medium" data-action="share/whatsapp/share" aria-label=""><svg><use xlink:href="/typo3conf/ext/cursor_site/Resources/Public/Images/sprite.svg#whatsapp"/></svg></a></li></ul></div></div></article><aside class="grid-container article-related"><h1> Related articles </h1><article style="border-left-color: #cdc5a9;"><ul class="article-information"><li><span style="background-color: #cdc5a9"> Research </span></li><li class="publication-date" style="color: #cdc5a9"> 23/01/2025 </li></ul><h1>Prof Talk | Iron in the fire</h1><p> Ten years ago, TU/e Professor Philip de Goey took a bold step. 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