Members use criteria other members set, such as age range, gender and location.
Online dating sites use market metaphors to match people.
The marketplace metaphor may also resonate with participants' conceptual orientation towards the process of ﬁnding a romantic partner.
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Match metaphors are conceptual frameworks that allow individuals to make sense of new concepts by drawing upon familiar experiences and frame-works.
This metaphor of the marketplace – a place where people go to "shop" for potential romantic partners and to "sell" themselves in hopes of creating a successful romantic relationship – is highlighted by the layout and functionality of online dating websites.
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