Full length articleHow gender role stereotypes affect attraction in an online dating scenario

Today, it is not uncommon to meet someone and begin a romantic relationship online. Meeting on a dating website differs from meeting in person because a dating profile is created first that allows others to review potential romantic partners. Few studies have examined romantic attraction within an online dating context, and even fewer have examined how gender roles may influence attraction. The current study1 (N = 447, 49.4% female) examined the effects of gender role congruence and physical attractiveness on romantic interest in college students. Participants viewed online dating profiles that varied in their physical attractiveness and adherence to gender role norms. Results indicated that both men and women preferred attractive and gender role incongruent dating partners over average looking and gender role congruent. Contrary to previous research, women differentiated more between profiles based on physical attractiveness than the men, especially for gender role congruent profiles. Men were especially interested in attractive, gender role incongruent profiles. After physical attractiveness, gender role incongruence was the greatest factor that determined interest in a profile. Future research may need to consider how the potential seriousness of a relationship, as defined by the expected length of the relationship, influences how online profile characteristics affect attraction and interest.