At this time and age it is most likely you have heard of dating apps, at least in passing, if you have not already tried them out yourself. You may be familiar with Tinder, Hinge, Bumble or even Coffee Meets Bagel, the offer is overwhelming.

Using a Dating App: Motivations and Effects

All these apps were designed to allow us instant access to other bachelors in our area by the simple mechanism of swiping right on the faces we deem attractive, and left on those which we don’t. In theory, this sounds like an easy way to find a suitable partner. However, Hinge has reported that 81% of its users have not found a long-lasting relationship (Beck, 2016).

It is interesting to take a look at what draws us to dating apps in the first place. In a study by Sumter, Vandenbosch and Ligtenberg (2017), researchers took a closer look at what motivates us to use dating apps. They found that users have a variety of motivations when engaging with these apps, including love, casual sex, and self-worth validation.

It is with this last motivation that users may find that dating apps can lead to psychological distress and anxiety. As demonstrated by Holtzhausen et al. (2020), continuous use of social networking sites (SNSs) as means of seeking validation and comparison with others increases the pain of rejection. By putting ourselves “out there” on dating apps, we are welcoming disappointment and may therefore feel as if we have failed (Her & Timmermans, 2020). So why do we keep coming back to them?

Behaviour and Reinforcements

The reason may lie in the way that these apps are designed. The simple swiping motion opens the door to countless possible matches, giving the feeling of instant reward.

In order to reinforce swiping behaviour, dating apps make use of intermittent reinforcement. Just like a slot machine, dating apps aid themselves by presenting users with randomly placed reinforcers – a match. This form of reinforcement has been shown to work best when shaping new behaviours, since it produces longer-lasting habits (DeRusso et al., 2010). The idea being that the learner does not know when the reinforcement will appear. In the case of the slot machine, one can pull on the lever countless times before getting a reward. But simply knowing that the possibility of a reward exists makes one continue to pull on the lever since the next pull could be a jackpot. In a similar way, dating apps encourage their users to keep swiping in the hope that the next profile may be the love of their life.

We can take this behavioural analysis a step further by looking more closely at what happens inside our brains when we engage with dating apps. The secret lies in dopamine, a neurotransmitter involved in memory consolidation (Arias-Carrión et al., 2010). Dopamine fires when we are faced with the opportunity to receive a reward, incentivising us to repeat behaviours that have previously rewarded us. In the case of dating apps, dopamine fires whenever you get a match.

Moving Forward: Dating Apps and the Pandemic

It appears that dating apps are built to encourage habitual engagement from their users. However, what does the future hold for them? Over the past year, due to the pandemic, dating has increasingly moved towards online platforms. This move online has helped formalise what was formerly thought of as a ‘game’ (Hobbs, Owen & Gerber, 2016).

During this time, big online dating platforms such as Tinder have modified their platform, providing users with greater opportunities to express themselves (Shearing, 2021). Changes include the possibility of starting up a conversation with another user without a need to match with them. At a glance, it appears that the dating app has decided to adopt a more “realistic” approach to dating.

In an interview with the BBC, Tinder’s CEO Jim Lanzone explained that dating during lockdown has ceased to be linear. He explained that Tinder users were no longer following the well-known path of “swiping, matching, meeting for a date, having a relationship and getting married” (Shearing, 2021). Nowadays, we are getting to know each other better through the app by engaging in video calls, and when finally meeting up, going on adventures, as opposed to sitting down for coffee.

Helen Fisher (2020), a biological anthropologist who is Chief Science Adviser for Match.com, advocates for the addition of video calls. According to her analysis, this change of behaviour has actually removed many pressures that came with traditional dating. For instance, dating over video call removed the money debate. We no longer need to wonder whether we are expected to pay or to split the bill, letting us relax and enjoy the other person’s company. Another example lies with the sexual expectancies of a date. Once again we are free to relax instead of asking ourselves what the night holds. Like Fisher puts it, “You might have some sexy banter during a video chat but real sex is off the table.”

So what can we expect from dating apps moving forward? It is safe to say that dating apps are here to stay. Even if we don’t always find “the one”, dating apps still provide a good space where you can meet new people and share new experiences. The shift towards online dating has certainly helped in promoting dating apps and it will be very interesting to see how these new attitudes develop with time.

Have you ever felt more motivated at the start of a new season or school year? Does the beginning of a new week give you the feeling of starting over? There are many reasons for you to be experiencing a renewal in your goal-driven attitudes at the passing of certain calendar dates or temporal landmarks. Here we will take a closer look at what researchers have coined the “fresh start effect” and how it affects our everyday behaviours.

What is a temporal landmark?

Before diving into the topic of fresh starts let us take a look at what researchers refer to as “temporal landmarks”. Temporal landmarks are a way of organizing experiences and memories. Up until recently, temporal landmarks were believed to include only given calendar dates, namely the start of a new year, a new month or even a new week. However, Dai, Milkman and Riis (2014) stated that the feeling of starting anew encapsulates more than simply specific calendar dates. According to their findings, temporal landmarks should also include relevant life events, “such as developmental milestones, life transitions, first experiences, and occasions of recurrent significance” (Dai, Milkman and Riis).

Dai and Li (2019) furthered this definition by defining two types of temporal landmarks. On one side they introduced those landmarks that provide us with the chance to renew our energy and motivation through breaks and relaxation, such as the day after a holiday or Mondays after the weekend. On the other side, there are those landmarks associated with changes in our environment. These include moving to a new place or transferring schools and are linked with establishing new, positive habits by breaking old ones.

Underlying Cognitive Mechanisms

The idea behind the fresh start effect is that a temporal landmark or special calendar date gives us a motivational boost. The two main reasons for this boost are the separation of our current selves from our past selves and the disruption of our focus on day-to-day minutiae.

By generating separate mental accounts for each time period, we relegate past mistakes to our former selves. As laid out by Peetz et al. (2014) “Individuals can selectively and spontaneously highlight temporal landmarks to regulate connections between temporal selves, typically to create distance with an undesirable version of themselves”. This psychological separation of selves gives us the feeling of starting over on a clean slate which in turn boosts our motivation. The feeling of starting over nudges us towards more goal-driven behaviours. In addition, we actively attempt to stay on track in order to avoid ruining the clean slate.

With this in mind, it is important to make a small disclaimer regarding fresh starts. If the chapter we are currently closing was a particularly good one our motivation levels may drop when we face a fresh start. For example, on the Monday after a particularly productive week, we may feel demotivated and think that we are not capable of repeating the same feat.

The second way in which fresh starts aid us is by allowing us to take a step back and see the bigger picture. Taking a step back changes the way we analyze our goals and objectives. By putting everything in perspective we are able to change from a bottom-up approach, in which we look only at the smaller pieces of our behaviour, to a top-down approach, where the main goal is the true driver of our decision-making. In this way, a top-down approach allows us to start breaking our bigger goals into more manageable chunks.

Applying the fresh start effect

The fresh start effect can actually affect our behaviour through our anticipation of the event. Simply knowing that a future landmark is coming up has an effect on our current motivation, since it reminds us of an ideal future state which we would like to achieve. Future landmarks also provide a dissociation between selves and allow us to compare our pre-landmark self with our desired post-landmark goal. The anticipation of an upcoming landmark also allows us contemplation of future hurdles which in turn makes it easier to prepare the necessary strategies for working around them.

In their article on the economics of personal plans, Beshears, Milkman & Schwartzstein (2016) list some ways in which the fresh start effect can be used to our advantage. For instance, they emphasize that if we simply prompt ourselves to “form concrete plans of action regarding when, where, and how [we] will implement [our] intentions” then we are already on track towards an improvement in follow-through. By making plans we are changing our behaviour for the better since planning helps us when it comes to overcoming barriers and following through on our intentions. Briefly put, “the simple act of planning to take an action can increase the likelihood of taking that action.”

Takeaways

As we look at a new school semester or a new season in the face, we would like you to take away some useful tips to make the best of this fresh start and of many more to come.

Firstly, remember that you can create your own fresh starts. You don’t need to wait until the turn of the month to make use of the fresh-start momentum. Find those moments that are unique to you which allow you to refill your aspirational batteries.

Secondly, remember that anticipation also builds a motivational drive. In order to be prepared to make the best of an upcoming temporal landmark make sure you plan ahead, as “contemplating logistical hurdles in advance makes it easier to develop strategies for working around them.” (Beshears, Milkman & Schwartzstein 2016).

Finally, understand that not all fresh starts will fill you with motivational energy. Fresh starts after a particularly good run can actually be hard, as can be anticipating a fresh start for a future self whom you hope to avoid. Remember that it is okay and that fresh starts not only come around often, but that you also have some control over when you start over.