Effects of race, visual anonymity, and social category salience on online dating outcomes

This study investigates the two facets of the social identity model of deindividuation (SIDE) within the context of online dating and racial stereotyping; visual anonymity and salience of social categorization cues. Experiment 1 (N = 23) employed a 2 (stereotypic attributes) 2 (gender) 12 (repetition) withinsubject design where participants rated individuals as more attractive when their profiles were whitestereotypic compared to black-stereotypic. Experiment 2 (N = 178) employed a 2 (gender) 2 (race) 2 (stereotype congruence) 3 (repetition) mixed-factorial design to investigate effects of stereotype congruence on evaluations of attractiveness, attitudes, and dating behavioral intentions (DBI). Heterosexual white participants (N = 126) had more favorable evaluations (attractiveness, attitudes, and DBI) of white profile owners with stereotype-congruent profiles than others. Findings are discussed in relation to models of computer-mediated communication and racial bias. 2014 Elsevier Ltd. All rights reserved.