Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills @thomhills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Sunday, March 4, 2018

I liked you but only because you liked me first

Bumble- 'find your honey'

Today’s dating norms have been completely transformed thanks to social media and dating apps. With the simple click of a button, individuals can meet up and go on dates with total strangers. One of the latest trendiest dating apps is called ‘Bumble’. The app can be downloaded onto smart phones, and used in any location. It connects with single individuals who are geographically nearby.

One of the app’s functions allows individuals to ‘superswipe’ each other. Superswipes mean that you have been liked on a greater level, and that someone is particularly keen to get to know you. Individuals receive a notification once they have been superswiped, where they can consequently decide whether to superswipe back or not. According to the ‘reciprocity rule’ you are more likely to superswipe someone back simply because they have superswiped you (Montoya et al., 2012). There is a natural human tendency for individuals to want to repay others (Cialdini, 2007). The reciprocity principle is very powerful and overrides important factors such as whether you actually like someone or not. Even if you have been superswiped by someone you don’t find attractive, you are still likely to superswipe them back just out of polite reciprocation.


Cialdini, R. B. (2007). Influence: The psychology of persuasion. New York: Collins.

Montoya, R. M., Horton, R. S., Pittinsky, T. L., Rosenthal, S. A., Welle, B., Bacon, L. M., ... & Maruskin, L. A. (2012). The reciprocity of liking effect. The psychology of love1, 39-57.

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