Homo Consumericus

The Nature and Nurture of Consumption
Dr. Gad Saad is an Associate Professor of Marketing at the John Molson School of Business (Concordia University) and author of The Evolutionary Bases of Consumption. See full bio

Do Similar Spouses Yield Happier Marriages?

Birds of a Feather Flock Together: E-Harmony’s Secret.

Two common adages when it comes to human mating are "Birds of a Feather Flock Together" and "Opposites Attract." Which is operative and which one yields a higher level of marital satisfaction? Anecdotally, one can find endless examples of successful couples that belong to each of the two camps. However, the accumulated scientific evidence seems to support the similarity hypothesis, at least when it comes to relationship satisfaction. In general, couples who share similar beliefs, personality types, and values, and who otherwise possess similar mating values are much more likely to be successful in their romantic unions. Both Luo and Klohnen (2005) and Gaunt (2006) found that similarity along personality traits was a predictor of marital quality/satisfaction. There is one dimension along which couples choose others who are maximally dissimilar to them. Specifically, scientists have found that humans tend to prefer the smells of prospective suitors who are maximally dissimilar to them along the Major Histocompatibility Complex, a set of genes that marks an individual's immunogenetic profile (see the recent review by Havlicek and Robert, 2009). Hence, whereas on many traits we prefer to engage in positive assortative mating (i.e., choosing similar mates), there are some instances when negative assortative mating (i.e., choosing dissimilar mates) is operative.

E-Harmony has taken this understanding of human mating and monetized it. One of their key selling points is to match people along 29 dimensions of compatibility. In other words, they are explicitly recognizing that similar people are more likely to be happy together, especially when one is looking for a long-term relationship. All bets are off when searching for a quick fling behind the bushes. Incidentally, as I discuss in chapter 4 of my book (The Evolutionary Bases of Consumption), at least one online dating service specializes in providing opportunities to married individuals who wish to engage in short-term mating! For those of you who might be interested in such dalliances, the name of the company is Ashley Madison, and they've come up with some telling slogans including: (1) Life is Short. Have an Affair and (2) When Monogamy Becomes Monotony. Wow!

Source for Image:
http://www.geardiary.com/wp-content/uploads/2008/06/eharmony.png



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